Following the chart-topping success of Doja Cat’s “Planet Her” album, PepsiCo’s Lifewtr and the musician launched a limited edition campaign, which offered an immersive experience and the chance to win exclusive prizes, according to an article in Adweek.
A press release about the campaign stated:
Following the release of her critically acclaimed album, Doja Cat’s collaboration with LIFEWTR will bring out-of-this-world digital and in-person activations to fans across the country that unlock exclusive access to unique experiences and items, including VIP access to her upcoming concerts next year, Planet Her merchandise and autographed items, her new line of BH Cosmetics makeup, and her line of Bliss lights.
The campaign featured limited edition water bottle designs, as well as a variety of in-person and digital components that were designed to take fans to “Planet Her.” A mural, designed by artist Jillian Evelyn, was equipped with AR technology that when visited in the Los Angeles area and photographed, could result in prizes. QR codes, found on Doja Cat and Lifewatr’s Instagram pages, also led to a custom AR filter. Fans could then take a picture of the mural or with the filter and enter the contest via Instagram.
“Doja Cat is one of the most recognizable voices of the current generation, bringing an otherworldly energy and talent that transcends music,” said Zach Harris, VP of PepsiCo Beverages North America’s water portfolio, in the press release. “Doja Cat has made her presence known throughout the music industry for her one-of-a-kind artistry and creativity, so we at Lifewtr are beyond thrilled to be partnering with her to help bring Planet Her to music fans across the U.S.”
