White Claw’s latest campaign was a Twitch streamed game with immediate prize delivery to winners. To reach young consumers at home, the hard seltzer brand collaborated with delivery service goPuff (whose sales “grew 340% year-over-year in 2020”) to host “White Claw Winter Games,” a series of interactive livestreams on Twitch where players digitally controlled an “arcade-style crane claw” to win prizes. The three-night event took place in Philly, Boston, and Miami, where goPuff would deliver winners their prizes, which included branded merch and PlayStation 5 consoles, to their homes within 30 minutes. The White Claw Winter Games drew “thousands of total viewers,” with hundreds of users winning prizes—and White Claw became the first brand to use Twitch for a live online event. (Modern Retail)
