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Posts Tagged ‘AMC Theatres’

Coke’s All-Digital, Teen-Targeted ‘AHH Effect’ Campaign Proves AHH-ffective

It’s been almost six months since Coca-Cola launched its first ever teen-targeted, all-digital, content-based campaign, The AHH Effect, which has been continually releasing new “experiences” via multiple variations of (each including one more “H” in its URL). Each site features “a teen-worthy moment of randomness, creativity and delight that’s best experienced from teens’ favorite gadgets – their mobile devices.” Just in the past month, 20 more URLs have gone live.

In case the all-caps have confused you, the “AHH” in AHH Effect is not meant as a panicked scream, but as a satisfied sigh. Coke’s initial release about the campaign described it this way:

The AHH Effect” is that multidimensional feeling of happiness, satisfaction and delicious refreshment one experiences after drinking an ice-cold Coke. It’s been described as the sound a smile would make if smiles made sounds, and it’s the centerpiece of a new teen-focused program from Coca-Cola. Bringing to life 61 dimensions of ‘AHH’ through a range of digital experiences, from games and films to GIFs, the program showcases all of the qualities of Coke and positions the beverage as the ultimate refresher.”

Included in the latest batch of experiences are several created with some of Coca-Cola’s key customer partners, including McDonalds, AMC Theatres, Six Flags and 7-Eleven. The brands partnered to explore the AHH Effect, and used the same combination of “gamification” and whimsy that Coke used during the initial launch of the campaign. For instance, the experience created with Six Flags, “Don’t Spill The Coke,” is a fast-paced game in which users try to keep their Coca-Cola from tipping over while riding a rollercoaster.

A seriously clever campaign that touches on many things digital experts point to when dealing with teens: their love of mobile devices, short attention spans, and willingness to engage others in something that interests them. But is it working?

Statistics gathered by Coke would point to the AHH-firmative. Read more

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Corporate Tweet Fight: AMC vs. Oreo

We’ve recently written a good bit about Oreo’s masterful use of social media. The “Daily Twist” campaign is a great way for the cookie giant to get topical by jumping on trends like Gay Pride and the Mars rover story while attracting a lot of attention with its robust Facebook presence.

Today brings the tale of a rare, if lighthearted, social media misstep by Oreo. Yesterday the company’s consistently cute Twitter feed posed what could have been a great customer-engagement question: “Ever bring your own Oreo cookies to the movie theater? #slicksnacker”. This message, complete with too-cute hashtag, is both on-brand and a little naughty—nearly everyone has snuck food or drink into a movie at some point, right?

Good show, Oreo. But the social media pros at AMC Theatres noticed the tweet too—and saw an opportunity to poke a little fun. AMC’s feed re-posted the message, adding “NOT COOL, COOKIE.” Nice way to co-opt another brand’s style without really insulting or attack them. Oreo responded with “Fair enough, @AMCTheatres, but don’t hate the player, hate the game :) ”. A little cliche, but it will do.

This is a fun story, and it reminds us of the right way to do corporate social media: with personality. This little interaction made it very obvious that there are real flesh-and-blood humans operating these feeds, that they value audience interactions, and that the guys responsible for social media at AMC are on top of even distantly related trends. This might explain why AMC has nearly three times as many followers as Oreo, no?