Perrier, which last summer excited the audience with the launch of a state-of-the-art digital mansion, where Dita von Teese was pouring the brand’s water all over her gorgeous body, kicks off another online project dubbed ‘Le Club Perrier’ on YouTube. The French water brand encourages users to join in to make the virtual party wilder and steamier (real fun starts when there are thousands of people—this party evolves with the number of views) and win a trip to NY plus an access to a fabulous ‘Le Club Perrier’ party this fall.
This is a great example of how collaborative action online can benefit everyone engaged. The idea behind the interactive project is simple: the more people watch one of the spots, the higher is the chance that the brand will unlock the next video. There’s even a special viewing meter, very similar to thermometer, which indicates the public’s interest to the hub, to where, as temperature escalates, the new video chapters of the club story are posted.
The six spots, directed by Nez Khammal, who collaborated with Kid Cudi, M.I.A. and Mika, feature a soundtrack by Babe Youth. In the first episode, a girl enters a night club, climbs the stage to sing and drinks some Perrier before she starts. Over the coming weeks, visitors to the hub can enjoy the story evolving and share the link with their friends to unlock the next videos, plus they can enter a sweepstake for a chance to win a three-day trip for two to New York and get a VIP invitation to the ‘Le Club Perrier’ party in Big Apple in late September.
According to the press release, the interactive campaign, the digital extension of the brand’s television campaign, will be supported by other marketing activities and will run live in the U.S., France, Belgium and Canada through the end of the summer. «Perrier is innovating by finding new and relevant ways to deliver the principles of our TV ad campaign to consumers. In addition to the break-through digital activation, a strong TV and digital media buy, point-of-sale materials for on and off premise and mobile components round out this 360 degree integrated campaign. The integrated experience carries over to the cocktail napkins used in cafes and bars, which will invite consumers to call a phone number where an automated voice encourages them to receive information via text about the promotion,» commented Michele Vieira, Perrier Brand Manager.