How Coca-Cola linked a Douyin travel challenge to prize draws and offline visits
Coca-Cola used a step-count prize draw and offline refreshment stations to frame its sparkling drinks as National Day travel companions. Twelve Douyin creator videos explained the participation route and directed viewers towards the mini-programme and physical locations.
Turn holiday steps into a reason to join, check in and visit
The “一路畅爽挑战” (Refreshment All the Way Challenge) tied Coca-Cola's refreshment positioning to fast-paced Mid-Autumn and National Day travel. Viewers entered through the 可口可乐吧 (Coca-Cola Bar) mini-programme, where step counts unlocked prize-draw chances; checking in at offline refreshment stations added more steps. Prizes included action cameras and theme-park tickets. Twelve videos placed Coca-Cola, Sprite and Fanta within travel vlogs, couple storylines and food visits, presenting the drinks as companions for demanding itineraries under the slogan “一路畅爽特快乐” (Refreshment All the Way, Extra Happiness). Spoken instructions and a search prompt carried viewers from the content to the challenge.
The activity addressed Gen Z students and urban professional women interested in intensive, value-conscious travel, with travel, couple and dining scenes matching their holiday plans. The offer ran from 1 September to 7 October, while creator activity ran from 14 September to 6 October 2024. There was no discount: the conversion device was participation, with prizes, limited campaign timing and first-release access supporting visits to the mini-programme and offline locations.
- Objective
- Store Traffic
- Occasion
- Mid-Autumn · New Launch
- Funnel
- Conversion
- Scenes
- Travel Scenario · Couple Scenario · Food and Dining
- Formats
- Vlog Narrative
- Activation
- Challenge · Pop-up Store
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Search-command Funnel | 3.4%1 in 29 |
| Pop-up Store | 5.6%1 in 18 |
| Spoken CTA | 11%1 in 9 |
| Vlog Narrative | 11%1 in 9 |
| Challenge | 12%1 in 8 |
| Travel Scenario | 13%1 in 8 |
Share of the 1,886 Douyin Food campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A top-heavy, female-leaning twelve-creator mix spanning travel, comedy and beauty
274K–8.26M
12 creators with a public follower count
Head Ignite, Mid-tail Volume Pyramid
Top Heavy
Female Dominant
The first step to copy
- 1
Build the travel occasion into the participation mechanic
Start with a participation mechanic that fits the occasion. For a peak travel window, turn walking into prize-draw entries, then add an offline check-in layer. Make the route explicit in every creator video: open the mini-programme, convert steps into entries and visit a refreshment station for extra steps.
- 2+
More steps in the full teardown
casting, travel narratives, spoken conversion prompts and the offline tie-in
The full teardown adds
- Reads and engagement for all 12 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 11,828 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
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|---|---|---|
| How SATINE used Douyin gifting stories to reposition organic milk across three festivalsDouyin · Food | Aug 23, 2025 | 33 |
| How Budweiser turned a Qixi music collaboration into a limited-merch moment on DouyinDouyin · Food | Aug 21, 2025 | 12 |
| How Ferrero built a three-festival gifting campaign on DouyinDouyin · Food | Aug 16, 2025 | 10 |
| How Dudu made dessert gifting the punchline of a 520 Douyin seeding campaignDouyin · Food | Mar 26, 2025 | 17 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 可口可乐. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction