Gen-Z Digital Opps: AMC Entertainment launches ad campaign (Score 74)

Sales lead: The campaign is set to run throughout 2023, so reach out to offer ad space. 

• AMC Entertainment just launched a campaign called "Flavor Make It" in partnership with Coca-Cola. 
  • The company is promoting its new combo deal: a small AMC popcorn and a small Coca-Cola Freestyle drink for $5. 
  • Three new Freestyle flavors, Lime Traveler, Slasher Splasher, and Mello-Drama, are only available at AMC theaters. 
• AMC partnered with influencers to target Gen-Zers with this push. 
• It will be supported across TikTok, Snapchat, YouTube, and Instagram. 
• The company worked with Barkley on the creative. 
• We told you about AMC's deal with Walmart in March. 

AMC's target demographic: Gen-Zers

The company will likely:

• Continue shifting ad dollars from TV to digital channels
• Ramp up ad spend throughout 2023
• Keep utilizing influencers to help it reach Gen-Z

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: AMC has not aired a national TV ad so far this year. 
• 2021-2022 spend: Full-year spend dropped by 57% from $6.8m in 2021 to $2.9m in 2022. 
• Ad programming: It placed ads during programming such as The Tonight Show Starring Jimmy Fallon, Chicago Med, Late Night With Seth Meyers, Chicago Fire, and Weakest Link. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: AMC spent around $4.4m on digital display ads YTD, a 47% increase from $3m spent in this channel during the same time period of 2022. 
• YTD data: 582.6m impressions via Facebook (71%), Instagram (25%), YouTube (2%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 7% from $13.3m in 2021 to $14.2m in 2022.
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, fandango.com, and rottentomatoes.com. It placed 1% of these ads indirectly through The Trade Desk onto sites such as yahoo.com, si.com, aol.com, tumblr.com, and chess.com. 

Additional channel insights  

• Vivvix: AMC also invests in OOH and local broadcast. 

Agency analysis:

• Opportunity: I recommend offering PR, media, or social media services. 
• Current roster:
  • Formerly Known As: digital
  • Barkley: creative AOR