Sprite Squad
Open the game- Brand
- Sprite
- Year
- 2024
- Objective
- Loyalty
- Industry
- Food & drink
Objective
Sprite aimed to strengthen brand loyalty and drive repeat purchases among Gen Z by creating a sustained digital destination that bridges product consumption with exclusive entertainment experiences. The campaign leveraged the brand's 'Obey Your Thirst' positioning to connect fans across music, sports, and fashion—their key passion points. The initiative evolved from standalone campaigns into a unified mobile platform designed to engage consumers continuously throughout the year.
Solution
Sprite Squad is a mobile-exclusive, gamified instant-win promotion where consumers text 'THIRST' to 2653 and scan product codes to unlock access to branded content, giveaways, and digital perks. The program refreshes monthly with new partner collaborations and limited-time offerings. The launch featured Black House Radio, a Los Angeles platform celebrating Black DJs and house music, offering exclusive recap videos and sweepstakes entries for VIP concert access. Participants can also engage via email and SMS sign-ups through Sprite's official website and social channels. The promotion runs from April 13 through December 31, with planned partner collaborations continuing into 2025–2026.
Results
Not published.
