The massive Coca-Cola experience at the 2010 Winter Olympics has lines up to two hours long, but those that wait have been rewarded. The Pavilion experience begins with a tour of Coke memorabilia and the brand’s history with the Olympics, then puts visitors into a pre-experience theater for an HD movie about the Games. Once the movie ends, a wall disappears and a mist-heavy entrance gives way to a full theme-park type experience. It begins with cold Cokes dished from the ice bar. Visitors play interactive games, engage with photo activation, learn about Coke’s green initiatives, scan bottles to see if they’d won prizes, and more.

“It’s been amazing,” Maxine Chapman, vp-Olympic activation at Coke, told EM as she snuck us in the VIP entrance. Nice touch: Coke has severely limited attendance (to 7,000-10,000 people a day) to ensure an uncrowded guest experience. Agency: ignition, Atlanta.