Willoughby and AMC worked together to create an intuitive campaign that invites guests to give this new service a try. Food and drink literally burst out of smartphones to quickly relay the benefits of ordering ahead. The headline, “Tap, Skip, Sit Back Sooner,” describes how it works. Other fun headlines, “Eats to Your Seats” and “First In Line. Every Time,” pair with bright pastel backgrounds that stand out in the dark movie theater environment.
The campaign was also applied to numerous digital formats, including in-theatre displays, the AMC website and an animated pre-show spot that plays before the feature.