Perrier is in the midst of an interactive marketing campaign — one that comes, naturally, with a twist. In what’s being billed as a first, the French beverage brand has opened Le Club Perrier on YouTube. As the screenshot above indicates, as more people watch, more of the online experience is revealed.[more]
So far two of the six stages on the brand’s YouTube channel have been revealed, as more than 174,000 views were notched in the first 24 hours.
The branded entertainment series was directed by music video Nez Khammal, with original music was created by Babe Youth.
According to the press release, the campaign to promote “Le Club Perrier” will include a 360-degree integrated effort, including TV/digital media buy, point-of-sale materials and mobile. “Le Club Perrier” will be rolled out around the world in the US, Canada, Belgium and France and will run 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,” said Michele Vieira, Perrier Brand Manager, in the release. “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.”
Visitors to Perrier’s YouTube Channel will also have the chance to participate in a sweepstakes, offering the winner and guest a flight to New York City, along with three days and two nights at New York’s Standard Hotel. The winner will also receive VIP access to the “Le Club Perrier” party in September at “one of the New York’s hottest nightclubs.”