Dive Brief:

• Lifewtr is partnering with Doja Cat on a campaign promoting the artist's third studio album, "Planet Her," which was released in June, according to a news release.
• The premium water brand marketed by PepsiCo designed a mix of in-person and virtual activations to support the effort. It carries prizes including VIP tickets to 2022 shows on the "Planet Her" tour; album-related merchandise and autographed items; makeup from Doja Cat's new collaboration with BH Cosmetics; and the musician's line of custom Bliss lights.
• For a chance to get the goods, fans can try a Get Into My Drip augmented reality (AR) filter available on the @dojacat and @LIFEWTR Instagram pages and snap a selfie tagging those accounts and hashtags #GetIntoMyDrip and #Sweepstakes through Nov. 10. In Los Angeles, the brand tapped artist Jillian Evelyn to design a mural featuring scannable QR codes unlocking the AR experience. Those on-site on Nov. 4 can also receive limited Doja Cat Lifewtr bottles, which will make an appearance in the upcoming music video for her single "Get Into It (Yuh)."

Dive Insight:

Lifewtr is applying a mix of mobile and experiential tactics to provide Doja Cat fans an immersive experience around the ramp-up for the "Planet Her" tour. The album, which landed at the top of the R&B charts upon its summer debut, has continued to gain traction with listeners thanks to songs like "Get Into It (Yuh)" going viral on TikTok, where the artist's tracks frequently take off.

The AR activation designed for the "Get Into My Drip" sweepstakes is centered on Instagram, where Doja Cat has 16.2 million followers. The filter itself depicts a "virtual extraterrestrial vortex" meant to transport users to the world depicted in "Planet Her." Starting today (Nov. 3), Doja Cat is dropping clues on her Instagram page that will lead to the mural designed by Jillian Evelyn. The art piece is meant to embody "futuristic female empowerment" while integrating mobile technology that links to the sweepstakes.

The PepsiCo marketer is trying to drum up interest for the campaign by providing the chance to win "Planet Her" concert tickets, merchandise and collaborative products Doja Cat designed with other brands, like a line with BH Cosmetics that hit shelves in September. The BH Cosmetics tie-up marks the first time the artist — who's known for her elaborate looks — has cracked into the makeup space.

Doja Cat recently has worked with other PepsiCo brands, suggesting the CPG giant is looking to foster a more robust relationship with a celebrity that wields strong appeal among Gen Z. In September, Pepsi and Doja Cat teamed on an advertising push that reimagined "You're the One That I Want" from the musical "Grease" in a music video-style spot. The project landed around Doja Cat's hosting of the MTV Video Music Awards and marketed two limited-run soda shop flavors: black cherry and cream soda.

Since its creation in 2017, Lifewtr has targeted much of its marketing around supporting the arts community, and that strategy has evolved to feature bigger name stars. The company in April linked with writer, producer and actress Issa Rae, of HBO's "Insecure," on a Life Unseen platform focused on improving representation in the arts.