Perrier Quenches Creative Thirst This Summer, Rolls-Out New Interactive Online Experience: Le Club Perrier
NEW YORK, June 7, 2011 /PRNewswire/ — Perrier, the ultimate refreshment for when things get hot, today launched a new online experience, “Le Club Perrier,” a digital extension of the brand’s television campaign. “Le Club Perrier” provides a never-before-seen online experience that evolves based on viewership. The more viewers of the online video, the hotter the party becomes. The interactive 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.
Consumers will be invited to enter Le Club Perrier and discover six videos that change based on the number of visitors to the Perrier YouTube channel, www.youtube.com/perrier. From the YouTube Perrier main page, the user will be able to the see all of the currently unlocked videos and share the link with friends to help unlock the next one. To show progress, the channel will feature a thermometer indicating how high the temperature escalates. The more viewers who visit “Le Club Perrier,” the hotter the night will be!
The film series was directed by young Hollywood standout Nez Khammal, known for his video creations for Kid Cudi, M.I.A. and Mika, while music sensation Babe Youth developed the soundtrack. The video footage starts with the simple scenario of a woman walking through the club to reach the stage where she will perform. As video versions are unlocked, the scenes get more interesting, more people appear in the club, the temperature rises, people dance and the whole club starts to melt.
“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 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 new and chic Standard Hotel. The winner also receives VIP access to the “Le Club Perrier” party on September 20 in New York at one of the city’s hottest nightclubs.
Consumers can join the party at www.youtube.com/perrier to see if they can handle the heat.
Perrier comes from a source in the south of France, located near the small village of Vergeze. Source Perrier has been the subject of careful study by generations of scientists who can trace the source back more than 100 million years to the Cretaceous Era, when limestone deposits formed faults and fissures, which captured water deep within the earth.
Perrier is the perfect combination of natural mineral water and slightly assertive bubbles — both of which come from Source Perrier. Some bottled water brands source their water from several different aquifers. But the water and the carbonation in every bottle of Perrier comes from the same place.
After significant success throughout all of Europe, Perrier was introduced to the U.S. in 1976 as “Earth’s First Soft Drink.” Today, Perrier is the global sparkling water category leader, with presence in over 140 countries. It’s the number 1 sparkling water in the U.S. (Nielsen value share).
Press contacts: --------------- Tori Rappold Erika Muhlberg Ogilvy Public Relations Ogilvy Public Relations Worldwide Worldwide Telephone: 646.420.1702 Telephone: 212.880.5211 E-mail: E-mail: Tori.Rappold@ogilvypr.com Erika.Muhlberg@ogilvypr.com