Augmented Reality Brat: White Claw Brings Charli xcx To Your Kitchen Table

If you can have a hologram of Tupac perform at Coachella more than 15 years after his death (or Ronnie James Dio’s hologram making its U.S. debut at the Pollstar Awards), then why not a Charli xcx hologram performing on your kitchen table? After all, Charli is everywhere – and “so Julia.”

Last summer the alcoholic seltzer water beverage White Claw treated fans to “White Claw Fest,” an innovative, web-based augmented reality experience featuring a virtual performance by Charli xcx. The magic came to life after users scanned a White Claw product, resulting in the global superstar performing her single “360” on a themed stage.

The San Francisco-based company Tactic – which is focused on immersive digital platforms and installations with an emphasis on AR/VR/MR/XR – was selected by the Omnicom Group (Tracy-Locke) to create the innovative experience. Haygarth US handled creative strategy and ideation.

With Charli xcx’s lyrics proclaiming how she’s a “365 party girl,” teaming up with White Claw is a natural fit for the British popstar who inspires fans to live their best lives and have a good time.

Along with the hologram fun, White Claw fans had the chance to enter weekly sweepstakes with rotating prizes such as tickets to summer music festivals. Plus, you could channel your inner “party girl” (or boy) with a series of “Bar” videos featuring new recipes for aspiring mixologists.

The campaign reinforced White Claw’s relevance, with buzz (no pun intended) and word-of-mouth exposure rising by 3.4 points. Gen Z buyers grew by 7 percent and the campaign resulted in 15 percent more units sold to Gen Z. White Claw saw 6.45 points of share growth, increasing its share to 65.59 percent of hard seltzer for summer 2024. The company notes that’s nearly 6 percent higher than it was at its peak. Plus, the campaign also achieved 4.2 percent growth in YOY unit sales.

“360” is the opening track and second single from Charli’s sixth studio album, 2024’s Brat. Charli performed “360” during her appearance on “Saturday Night Live” in November and the tune is also included on the setlist for her “Brat Arena Tour” that runs through August.