Challenge

Trident, and the gum category in general, has fallen out of favor with Gen Z.

The Idea

A digital activation across TikTok Live that lets the audience completely design the first-ever, crowdsourced merch drop from start to finish.  

THE RESULT

+86.2k viewers, +36K likes, and 1,100 comments, all for one 1 final jacket design.

We worked with PXP New York to create a first-of-its-kind TikTok Live experience in which the audience actively designed a jacket using only comments and polls.

Users joined the stream, put their ideas in the comments (e.g. give it a leopard print hood and leather fringe!) and a 3D model of a jacket would update with their ideas in real time.

Over the course of an hour, and with the guiding hand of our super-participant TikTok celebs (@ramizeinn, @joeando, and @madeleine_white) and their combined 23M followers, the audience collaborated, competed, and explored the countless different options the jacket had at their disposal.

Finally, once the countdown clock hit zero, the design of the jacket locked into place. That final design instantly dropped for free to 140 lucky participants who claimed theirs in less than 10 minutes.

The final design will be manufactured by TS Italy and sent to our influencers and lucky winners. 

FINAL DESIGN

INFLUENCER CONTENT

To promote Vibes Drop, we gathered VIP and Mid Tier fashion influencers with a combined following of +26 million.