Did you like the recent YouTube takeover party launched by Desperados? If you like me was super impressed, you’re sure to love the stunning Perrier’s campaign on YouTube, French sparkling water.
It features a video of a scene club with a thermometer in the side which measures the temperature. The more that people watch the video, the more scenes will get unlocked and the hotter the video will become.
This campaign is very innovative because the viewer has two reasons to share the video: showing something cool and fun to their friends and get more out of the experience for themselves. However, a Perrier rep notes, “Viewers can unlock the next video immediately for their own viewing simply by sharing the campaign via the email, Facebook and Twitter buttons directly below the video screen. Here they can also download the Babe Youth song that plays in the background of each video.”
The channel generated 174,000 views in the first 24 hours of the campaign being live. So far the channel has received over 4,191,395 views, which has unlocked 4 of 6 levels.
Michele Vieira, brand manager of Perrier says of the campaign, “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.”
Perrier says it earned 2,000 Facebook fans in two days and “le Club Perrier” was the first tweeted French video in the world on Wednesday, 8th of June.
Great work Perrier! Ready to enter the party?