Coca-Cola Transforms Crowded Highway into Movie Theater

To promote the new, smaller version of its signature beverage, Coca-Cola transformed a crowded highway into an outdoor theater in Bogotá, Colombia. A giant video screen showed a cycle of ‘Filminutes’ and invited people to tune their car radios to a local FM station so they could hear the audio. ‘Cinema ushers’ walked up and down the rows of cars offering mini bottles of Coke, popcorn, hot dogs, nachos and other popular concession goodies to those sitting in the traffic.

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