Creative Execution

100 Sprite packs represented different, fun summer activities or summer essentials. Consumers just scanned a Sprite bottle using the We Chat to launched a fun, ice-breaking game. The ice breaking game unlocked one hundred different, fun summer activities to inspire the audience to get off their ass and get out in the sun. We worked with the teen platform u17 to create a series of videos to bring participation to life. Alongside we ran a parallel promotion with the weather application Moji, which allowed users to score a free Sprite from McDonalds whenever the temperature went over 35 degrees centigrade.

Our campaign was so hot that the opening weekend melted the servers at Sprite. By the end of July 2015 we had also melted our KPIs. The campaign resulted in a 666% increase in followers on We Chat for Sprite, growing to over a quarter of a million. Our ice-breaking game exceeded our KPI by 3600% with over 2.8 million plays. The total campaign generated over 60,000,000 impacts in digital with over 20% of those ending in consumption of the product. Most importantly, volume sales during the campaign rose by more than 7% year on year.

The challenge for Sprite in China is that everyone drinks it, but no-one cares about it. Our goal was to create a product engagement that could actually make summer better for young Chinese. Instead of sitting at home, bored and sweaty the purchase of a Sprite could refresh them physically and also give them the impetus they needed to make their summer better in a hundred different ways. The idea was that each Sprite package could be the inspiration and the means to have a better summer by giving people the chance to get tickets for a water park or a music festival or let them gear up for summer with shades or flip-flops or even just let them score a free Sprite when the weather got too hot.