"This fun-filled game is part of an integrated interactive cinema ad campaign for Coca-Cola intended to engage the customers, mostly teens, with the brand. During the premiere of Happy Factory, the cinema is decked with interactive cameras. Images of the audience were projected onto the screen in real time. The audience used their arm movements to play and interact with the animated games on the screen, such as flipping over puzzle boards in order to launch the movie, or filling up a giant bottle with Coke, which produces an intriguing interplay of virtual and physical space."