Sneaker drops are a cornerstone of hip-hop. But traditional sweepstakes felt stale against the exclusivity that defines collectible culture. We remixed on-pack QR codes with sneaker drop mechanics to make every Lemonade Legacy a go-to-market channel. There, fans accessed a digital Drop Shop with hundreds of giveaways from artists like Nas, GloRilla, Drake, and festivals like Rolling Loud. Each drop detail page was built for conversion. Clear CTAs, hero video content and editorial stories kept users within the Sprite ecosystem, all the while tying back to hip-hop's legacy. I led the project end-to-end, from project design, product management to delivery of the summer-long Drop Shop platform. (Has since sunsetted).