The White Claw Shore Club Spotlights Kentucky Derby Fashion

avatar
by Jacob Solomon May 29, 2023 News
The White Claw Shore Club Spotlights Kentucky Derby Fashion

white-claw-kentucky-derby-shore-club-flower-wall.j

“It’s all about surprising and delighting the consumers on-site, so what unique experiences can we bring to the event that get people thinking about White Claw?”

Mark Anthony brands has a senior manager.

White Claw's Shore Club experience made it to the Kentucky Derby, May 6-7, after making waves at the South by Southwest film festival. The first two versions focused on Utah and Texas, but the Shore Club in Louisville spotlighted the unique style that is so ingrained in the Kentucky Derby's culture. For some, the floral, bright fashions and colorful variety of bold hats on display are more engaging than the actual horse race, and White Claw offered up experiences that tapped into the next wave of style.

Mark Anthony Brands had a large line for the majority of the Derby. We wanted to provide some kind of platform for them to highlight their unique style because I think for most people, it's the most nice they're dressing up all year.

HBO Max Unfashion Installation TeaserMore Fashion-Forward Strategies:

The first experience was a robotic camera that captured slow-mo videos in front of a white and black striped backdrop. The participants posed in their Derby fashions and held up their White Claw Hard Seltzer cans in black branded foam cooler sleeves as the camera panned out. White Claw collaborated with a local leather maker to make custom leather beverage sleeves for attendees.

Positive responses were received from the activation. The people really liked the koozies. It is all about surprise and delight for the consumers on-site, so what unique experiences can we bring to the event?

White Claw Kentucky Derby Shore Club Outside

There are different passion points in different markets. The Derby was a fashion event.

The team took past event learnings to develop the Shore Club's on-site footprint, as part of a campaign that included retail programming and a nationwide sweepstakes for a trip to the 2024 event. More than 60 watch parties were hosted by White Claw to amplify the Kentucky Derby partnership.

White Claw is a company that drives buzz for the Shore Club through its websites and social pages. The attendees were encouraged to share their content. In-person promotion continues to be a key part of the brand's marketing strategy as the Shore Club will be appearing at over 200 live events and music festivals this summer. G7 Entertainment Marketing is one of the partners.

Spin Through the Shore Club:
White Claw Kentucky Derby Shore Club Koozie
White Claw Kentucky Derby Shore Club Glam Cam (2)
White Claw Kentucky Derby Attendees (2)
White Claw Kentucky Derby Leather Koozie Station
White Claw Leather Koozie kentucky derby
White Claw Kentucky Derby Shore Club Attendees

The photo was taken by White Claw.

FacebookTwitterLinkedInBloggerTumblrPinterestEmailPrintShare