Sprite celebrated hip-hop’s 50th anniversary by turning its limited-edition packaging into a "drop shop." Fans could unlock a "drop shop" with hundreds of giveaways throughout the summer. We built a dynamic experience on a custom CMS with English-French support in the US and Canada. Each region felt both organized and culturally relevant throughout our summer of drops. I led the design and execution of the mobile-first drop shop, transforming it into a cultural moment where, via on-pack QR codes, fans could snag giveaways like Rolling Loud Lifetime Passes or Drake tour meet-and-greet tickets.
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
Thanks to our CMS infrastructure, our drop-centric hub was refreshed daily. Our bilingual mobile experience allowed fans to discover fresh drops and receive updates on the sweepstakes. Access made simple: Shoppers could jump into the experience instantly via on-pack QR codes or targeted paid media. Localized for impact: A custom CMS delivered content in English and French, keeping weekly updates fresh and region-relevant across the US and Canada. Designed for conversion: Each journey ended on a Drop Detail Page with key hooks: timers counting down to launch, exclusive content , "0/100" gamified inventory badges that drove participation, and clear CTAs to drive sweepstakes entries. We designed three unique ways for fans to explore our sneaker-head experience: Home: A live feed with countdowns, drop previews, and teasers. House of Drops – Video Path: Hero videos featuring hip-hop legends with related drops, all one click away. House of Drops – Story Path: Editorial features connected each drop to hip-hop’s legacy, guiding users deeper into the story.
