Winter Games
View the case- Brand
- White Claw
- Year
- 2020
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Installation
- Agency
- VTProDesign
- With
- Master Of Shapes
Objective
Locked out of live events by the pandemic, White Claw needed a way to keep its holiday-season audience engaged and, per CMO John Sheehy, reach the sizable overlap between its drinkers and Twitch's core viewership. Delivery partner goPuff wanted a hook to drive activity in its slower overnight hours.
Solution
You register on whiteclawwintergames.com with your home address, then tune into the Twitch stream and wait your turn in chat. When you're called up, the feed cuts to a live first-person view inside a giant claw machine, and on-screen controls let you drive the claw over the pile and drop it. Whatever ball you snag decides your prize by color, anything from branded merch up to a PlayStation 5, while two hosts call the action live from a snow-covered set. Win, and a goPuff driver has the actual prize at your door in under 20 minutes.
Results
Three nights of streaming across Boston, Philadelphia and Miami drew thousands of total viewers, with hundreds of players winning prizes delivered within 20 minutes of their win.
- 1
The player enters through a promo website and registers with delivery details, since any prize won will be shipped to that address.
- 2
While waiting for a turn, the player watches a live Twitch stream and chats alongside other viewers as two hosts comment on the action from a studio set.
- 3
When a turn arrives, the player takes control of a real, internet-connected claw machine through a live video feed, moving the claw over a pile of balls and pressing deploy to drop it.
- 4
The objective is to grab one of the colored balls hidden among a pile of white ones; the color caught determines which prize the player wins.
- 5
A successful grab is revealed on stream as the winning ball emerges from a burst of smoke at the hosts' table.
- 6
The session ends with same-day delivery: a courier brings the won prize to the player's home within about 20 minutes.
