white claw social activation — 134 happy hours

when wfh became the norm for many of us, a mainstay of our work/social lives got sidelined: happy hour! no more watching your boss sing….no more expensable ‘team outing’, no more excuse to eat wings on the reg. white claw decided to give people back the happy hours they had missed. 134 of them, to be exact (the # we had missed out on when this launched in 2023).

structured as a sweepstakes, we asked folks on social to submit what they missed most about happy hour. we then surprised winners with custom, wish-fulfilling happy hour kits! and you know what? we hit a nerve: over 51K submissions flooded in from every state in the country. happy hourers were delighted and they posted about how much they love white claw. the ugc filled our stories for days! a sample of the activation design work below.