Since the summer of 2015, Coca-Cola and AMC Theatres have jointly run the #Cupgrade marketing program through which teens can download a $5 Coke and popcorn offer redeemable at any AMC location.

My partner and I were tasked with developing all of the social creative for Q4 2016 in order to drive awareness, amplify reach, and ultimately increase redemptions. We were asked to produce creative that targeted the teens’ moms as well.


To accomplish the clients’ objectives, we developed a series of playful animated GIFs featuring Coke and popcorn as “characters” rather than product, and making them the stars, so to speak, of the content. We specifically chose to use GIFs because it’s a format commonly created for and by teens, making the content natural to their existing social conversations.

Our creative took the form of headline-driven animation, parodied movie scenes, and emoji translation lessons for mom to help her better understand her teen. The campaign ran for a six-week period on Twitter, Facebook, and Instagram.


The Q4 2016 iteration of the #Cupgrade program was the most successful to date. The creative we developed resulted in over 41.7 million impressions and more than 257,000 coupon redemptions. Overall, the campaign exceeded its redemption goal by 84%.


  • Agency: CSE
  • ECD: Ryan Duffy
  • Art Director: Marc Fisher
  • Copywriter: Shane Tepper