100,000 people watched the auction. How did Sprite, which was founded in 1982, use old tricks to create new growth on Douyin?

The once popular online meme "Sprite in 1982" has been officially saluted, and it is no longer just talk to order a bottle of Sprite in 1982. This article reviews and analyzes the entire event of the "Sprite Tributes to 1982" series of new products, and explores how Sprite in 1982 can use old memes to create new growth on Douyin?

It’s no longer a joke to order a bottle of 1982-year-old Sprite. The once popular online meme “Sprite in 1982” was officially tagged as ⌈Sprite Tributes to 1982⌋; the DIY version of the “1982 Sprite Gift Box” unboxing craze by Douyin netizens also became the inspiration for Sprite and Douyin e-commerce Super Brand Day, and the innovative “Sprite Tributes to 1982” Douyin e-commerce Super Brand Day limited barrel gift box was launched. After an unexpected auction debut, the limited glass bottle “Sprite Tributes to 1982” was sold out within 2 days of its launch. With the hot discussion from Douyin to the entire network, Sprite has once again become the top stream in the beverage industry after changing the color of the bottle last year.

Why are more and more big brands choosing to launch their hottest products on Douyin e-commerce? And how can they use the global advantages of Douyin e-commerce to achieve a double explosion in traffic and sales? Daofa will review and disassemble the entire event of the "Sprite Tribute to 1982" series of new products to find ways for brands to feed back products, create hot products, and achieve a sales explosion through Douyin e-commerce super brand daily content.

01 The original content is perfectly restored, and the auction has triggered a huge buzz

The creative inspiration for the new "Sprite Tribute to 1982" series of products comes from a precise insight into "meme culture".

Because of the strong clash and humor between the limited shelf life of Sprite, a fast-moving consumer product, and the long-standing sense of 1982, many young people use the "Sprite of 1982" meme to make serious self-mockery. This time, the official move is based on this, using the stamp to certify the product to pay tribute to the classic meme.

Compared with the packaging and visual design, the gimmicks and the release methods are more popular. The cooperation with Douyin e-commerce Super Brand Day further strengthened the overall activity's tone control and communication potential.

On TikTok, many netizens have played with the meme, unboxing and reviewing the "DIY version of 1982 Sprite", showing the contrast between the mystery and ritual brought by the gift box and the Sprite. Everyone wants to see the drama brought by this extreme contrast.

This time, Sprite and Douyin e-commerce launched the "Sprite Tribute to 1982" limited edition wooden barrel gift box on Super Brand Day. It is a response to netizens' expectations based on their insights from unboxing the DIY wooden barrel gift box. First of all, in terms of intuitive form, the high-end sense of "Sprite in 1982" is displayed to the extreme through the conventional high-end "red wine" packaging of "glass bottle + wooden barrel"; and the scarcity of time and order, such as the circulation of only 600 sets, each set is matched with a handwritten serial number and exclusive drinking instructions, and Douyin e-commerce is exclusively sold, further strengthens the "solemnity" of this gift box.

The ultimate product requires the ultimate form of publicity and promotion to be better seen. With the traffic advantage of the Douyin platform and the diverse product gameplay, Sprite and Douyin e-commerce Super Brand Day held a new product launch for the "Sprite Tribute to 1982" series in a unique form - Sprite's first global auction live broadcast. The auction format commonly used in cultural and artistic jewelry is innovatively applied to beverage brands. The format itself is very interesting and eye-catching, which will make consumers curious. And the entire auction live broadcast, whether it is the creation of an extremely elegant atmosphere at the content level or the interactive gameplay at the mechanism level, is running through the serious and humorous tone of "Sprite in 1982" to reinforce that a bottle of Sprite in 1982 is really no longer just a joke.

Wang Yaoqing, the "professional CEO", led the tasting of "Sprite 1982" as the chief taster, and humorously explained the product with elegant violin performance. He appeared surrounded by bodyguards in black suits and white gloves, and raised his glass elegantly to the camera...

The dramatic performances in the live broadcast room frequently triggered comments and swiped the screen, allowing consumers to quickly "enter the play" and have an immersive experience. In the live broadcast room, you can bid on 5 luxury custom sets and enjoy the luxury product delivery service of dedicated personnel, dedicated cars, and dedicated lines; or you can travel around the Lafite brewing base in Asia and explore the nobility and glory that belongs to 82 years...

This series of innovative gameplay settings further amplified the product gimmick and mobilized consumers' willingness to participate. Benefiting from the traffic advantage of the Douyin platform and the innovative interactive gameplay mechanism, the auction had a maximum of 100,000+ onlookers in real time, a cumulative viewing volume of 3.8 million+ people, and high attention caused by frequent interactions between experts, which made this marketing event gain popularity and reputation among the public and the industry.

At the same time, the strong online and offline preheating before the live broadcast triggered the double hot lists of Weibo and Douyin, and the large traffic dominating the screen, which also laid a good traffic foundation for accumulating heat for the entire auction.

Swipe left and right to view more reviews. The reason why this marketing event born from the meme culture has become so popular is that, on the one hand, it maximizes the product gimmick based on the accurate insight into the user's interest points, and directly hits the consumer's "itch point" with the product that perfectly restores the original content; on the other hand, it uses the traffic advantage and content ecology of Douyin to create the first live auction in the beverage industry, fully mobilize consumers' enthusiasm for participation and purchasing desire in the form of extremely innovative gameplay, and make new products a hit. In this series of actions, Douyin e-commerce's "content + product" full-domain scene, high-traffic user pool, and perfect auction live broadcast mechanism are indispensable.

02 Global interest e-commerce shortens the marketing conversion path

The high-profile auction has ignited the enthusiasm of the entire network. To achieve product and effect integration, it is also necessary to extend the high enthusiasm into long-tail traffic that continues to ferment, and ultimately convert the traffic into sales.

High-quality content is the basis for long-tail traffic. It can be seen that within two days after the auction ended, influencers with strong content capabilities and fan traffic base on Douyin successively released high-quality blockbusters, giving a serious and humorous innovative interpretation of "Sprite 1982".

The highly interesting and humorous videos created by experts further enhanced the quality and popularity of "Sprite Tribute to 1982"; and the high-quality content shortened the marketing conversion chain through the efficient acceptance of Tik Tok.

As mentioned in previous articles, Douyin e-commerce has officially upgraded its business model from "FACT+" to "FACT+S" this year, with the focus on "S" - the shelf. Through the three channels of "search operation" + "store/expert showcase product card" + "mall recommendation channel activity", brand merchants can achieve the shortest conversion path of "content-sales" on Douyin e-commerce and achieve the highest conversion efficiency.

In this "Sprite Tribute to 1982" event, two actions were mainly used to achieve an efficient conversion of "content-to-sales".

First, set up "comment area easter eggs" to allow users to complete conversions while interacting: set "Sprite 1982" as the easter egg keyword in the expert video comment area. After the user enters it, the new product easter egg will be unlocked, and after clicking it, it will immediately jump to the activity page to enable quick ordering of new products.

Second, use the little blue word to guide searches: By pinning a link to the activity page in the comment section of the expert’s creative video and using the little blue word to guide searches, traffic can be directed to the brand’s live broadcast room and product cards for sales.

Through the KOL + influencer matrix, the brand has been able to quickly reach different groups of people, thus realizing the transformation from centralized brand activities to the entire Douyin pan-group planting. Benefiting from the influence of the Douyin platform with over 600 million DAU, "Sprite Tribute to 1982" has further spread from Douyin to the entire network, leveraging the natural fermentation discussion of the entire social media platform. So far, through the brand activity explosion to leverage traffic, and the influencer + KOL matrix to undertake fermentation, the link from the first launch of new products to planting has been basically completed. And the efficient undertaking mechanism has shortened the conversion path for good content.

From the case of "Sprite Tribute to 1982", it is not difficult to see that efficient conversion links are the key to achieving the "Sprite of 1982" content to business explosion, and win-win sales and volume, which is also the differentiated advantage of Douyin's global interest e-commerce. Only by making full use of the high-quality content ecology of the Douyin platform and improving the content-shelf conversion path can we maximize traffic, prolong the popularity of topics, convert traffic into sales, and help new products quickly become popular.

03 Analyst Comments

In retrospect, the interaction of Sprite x TikTok e-commerce Super Brand Day started from content insights. Users spontaneously produced content to feed back product creation and generate S-products. Then, based on the characteristics of the products, the Campaign in the "FACT" model was used to detonate traffic, Top KOLs increased long-tail breakthroughs, and the influencer matrix and brand positions were used to further promote product conversions.

Using content to leverage traffic has become an industry consensus. Marketing based on existing content, on the one hand, will easily achieve dissemination effects because there is a certain basic audience for discussion, but on the other hand, it also faces the problem that consumers have pre-expectations of content, which leads to higher requirements for content restoration and greater challenges for dissemination forms. As a content platform, Douyin has inherent advantages in content insight and content dissemination. Based on mature content mechanisms and personalized push notifications, it has higher accuracy in user needs and scene restoration.

The "explosive growth story" of the Sprite x Douyin e-commerce Super Brand Day limited wooden barrel gift box, which was born in 1982, can be said to have turned netizens' creativity into reality and is a typical example of "content feeding back to products." To achieve this effect, not only a high sensitivity to user insights is required, but also the platform needs to have infrastructure that can support the realization of the "content-product-content" cycle.

Author: Siete, WeChat public account: "Knife Skills Research Institute"