White Claw Winter Games

Objective

White Claw, a hard seltzer brand, launched an interactive holiday campaign to drive consumer engagement during the winter season and pandemic lockdowns. The brand sought to create a memorable, shareable online experience that combined gaming, live entertainment, and immediate gratification through prize fulfillment.

Solution

White Claw created a three-day live-streamed interactive claw machine experience broadcast on Twitch across Boston, Philadelphia, and Miami. Remote players controlled an internet-connected mechanical claw to grab colored balls, competing for prizes including branded merchandise and PlayStation 5 consoles. Winners received prizes via goPuff rapid delivery in under 20 minutes. The production featured an elaborate blackbox studio with mountainous theming, LED walls, snow effects, lasers, and live commentary from two comedian emcees. The technical infrastructure used TouchDesigner for automation and real-time control, with live video feeds and confidence monitoring for hosts.

Results

White Claw's three-night event in December 2020 on Twitch attracted thousands of total viewers and hundreds of prize winners, with goPuff delivering prizes within 30 minutes. White Claw became the first brand to use Twitch for a live online event.