Coke-Cola may be an old brand, but it never stops surprising us for its young attitude towards reinterpreting creatively the meaning of the brand.

This month, Coca-Cola Company set up a “Coca-Cola Olympic Shuang(爽) Zone” in a Beijing Central Business District shopping mall having the largest overhead LED screen in the world – 250 meters long and 30 meters wide!

The Coca-Cola Shuang (for English speakers: awesome) Zone Coke occupies the entire outdoor plaza of the mall and it is designed to deliver a tangible “complete physical, emotional and spiritual refreshment” experience, as Coke representatives describe it.

The “Shuang” Zone features several interactive sections that engage consumers to experience the brand and hosts a "Golden Moments" party each night where celebrities and medal-winning athletes will show up at 8:08pm to celebrate with fans.

Even more importantly, the brand experiences are matched with flows of cool Coke: in fact, the final aim here is to ultimately change the behavior on the part of Chinese consumers by having them experience Coke at its best temperature, 37.4 degrees sharp (against common uses to drink warm beverages).

It is a smart move of Coca-Cola. By tuning its “Shuang” brand zone to Chinese consumers liking and matching it with active experiences to promote its offering at its best, Coca-Cola displays its determination to brand itself effectively in the Chinese market.

Entering a localized experiential center and having a sip of fresh Coke to cool down from the hot Beijing weather will surely be a memorable “shuang” experience for many Chinese people.