Dive Brief:
- White Claw and Netflix teamed to create a limited-edition murder mystery game, “Crack the Claw,” timed to the release of “Glass Onion: A Knives Out Mystery,” per details shared with Marketing Dive. Promotions for the tie-up include an ad spot and a social media activation.
- “Crack the Claw” is a spin on the classic whodunit, challenging players to hide their identity as the killer and keep others convinced they are innocent. The game includes a moderator script, rules and 10 cards, which serve both as the identity markers for players and as coasters for a White Claw.
- Today only (Dec. 14) consumers can try their hand at answering seven riddles posted on White Claw’s Twitter and Instagram pages for the chance to win the game for free. On Dec. 15, the game will become purchasable online while supplies last.
Dive Insight:
White Claw is making its way into game night with help from Netflix. The tie-up capitalizes on consumer excitement for the Dec. 23 streaming release of the acclaimed “Knives Out” sequel starring Daniel Craig, which recently saw a successful limited theatrical run. The board game could also help White Claw set itself apart in a hard seltzer category that has grown saturated.
A new ad spot shows White Claw looped into “Crack the Claw,” setting up what appears to be a realistic murder mystery that then transitions to the game being played among friends. The seltzer brand is also taking to Instagram and Twitter to build hype, challenging consumers to answer seven riddles posted to its accounts.
If the riddles are answered correctly, a seven-letter passcode will be revealed to unlock access to a website allowing a limited number of consumers to get the game for free within a 24-hour window. The marketing strategy mirrors the puzzle boxes that play a central role in “Glass Onion.”
Introducing a branded board or card game has gained traction in marketing as consumers return to the gaming category in droves. For example, seafood chain Long John Silver’s recently teamed up with Cards Against Humanity to release Claim-O-Naise, a deck of cards submerged in a bottle of flavored mayo.
The game also gives consumers a reason to keep White Claw top of mind this holiday season. While still among the most popular hard seltzer brands, increased competition has threatened its crown. Additionally, canned cocktails and other beverage alternatives have slowed its expansion.
