VIBES DROP | TRIDENT VIBES X SOUR PATCH KIDS | TIKTOK DIGITAL ACTIVATION
What happens when we let thousands of viewers design our merch? We asked, and they answered.
CHALLENGE: Trident, and the gum category in general, has fallen out of favor with Gen Z.
THE ASK: Communicate that Trident Vibes x Sour Patch Kids brings a jolt of fun and flavor.
THE IDEA: A digital activation across TikTok Live that lets the audience design the first-ever, crowdsourced merch drop from start to finish.
THE RESULTS: +86.2k viewers, +36K likes, and the input of nearly 40k users, all for one 1 final jacket design.
For almost an hour, our influencers (@ramizeinn, @joeando, and @madeleine_white) and Trident fans collaborated, competed, and explored the countless design possibilities for a jacket. The audience had complete control over the jacket’s fabrics, colors, 3D add-ons, and even the jacket’s build through comments and TikTok Live polls. Every change was visualized using an AI algorithm translated into a 3D rendering of our jacket in real-time.
THE FINAL DESIGN
When the countdown clock hit zero, the final design of the jacket was locked and instantly dropped for free on our microsite. 140 lucky participants claimed theirs in under 10 minutes.
The final design was manufactured by TS Italy and sent to our influencers and lucky winners.
INFLUENCER CONTENT
To promote Vibes Drop, we partnered with influencers with a combined following of +26 million.
CD: Jon Bellinger
Copywriter: Will Albrecht
Production Team: PXP Studios (Michelle Price, Lexi DeVogelaere, Eddie Liguori, Craig Calamis & Leonard Shek)
OBS Team: Loop (Nick Gallo & Rob Dezendorf)