The mobile-first “drop shop” experience gave fans sweepstakes access to exclusive merch, content, and giveaways through QR codes on limited-edition Sprite bottles. The summer-long campaign was part of Sprite’s 50 Years of Hip-Hop celebration, in collaboration with artists from Nas, Drake to GloRilla.
Client
Region
Industry
Insight
Built on hype and scarcity, drop culture fuels devotion through limited drops and blink-and-you-miss-it access.
Problem
How can we develop a digital experience that transforms a sweepstakes into a true cultural moment?
Solution
Accessed via on-pack QR codes or paid media, the experience was powered by a custom CMS that supported English and French localization across the US and Canada. This enabled seamless weekly content updates and ensured regional relevance for diverse audiences. Each journey culminated in a Drop Detail Page featuring countdown timers, exclusive content, “0/100” badges, and CTAs to enter sweepstakes. The platform offered three immersive entry points: Home: A dynamic feed featuring countdowns, drop previews, and teaser imagery House of Drops, Video Path: Hero videos showcasing hip-hop legends, with related drops directly below House of Drops, Story Path: Editorial features that contextualized each drop within hip-hop’s legacy, leading users to related drops and deeper narrative content
