• by Karlene Lukovitz  @KLmarketdaily, January 3, 2011

How do you follow an act like rapping, roller-skating babies?

Rather than attempt to one-up those videos/commercials -- which are still generating views and viral action a year and a half after their debut (14 million views of the U.S. version and nearly 32.6 million of the international version to date) -- Evian continues to build on their popularity.

Subsequent extensions of the "Live young" campaign have included the introduction of trompe l'oeil posters and T-shirts from creative agency Euro RSCG (the wearer's head appears to top a baby's torso) and a variety of engagement devices on Evian's Facebook page, such as a "Live young" community (with thousands of photos of participants in baby T-shirts posted) and "training courses."

For 2011, the campaign action will kick off with a combination of music videos and urban events. Evian is partnering with audiovisual mixing specialists/musicians Eclectic Method (known for working with U2 and Fatboy Slim) and up-and-coming musicians from Los Angeles and Miami to create original music videos.

Eclectic Method will employ footage of the sights, sounds and cultures of the two cities and the bands to create videos that inspire brand fans to "make the most of every moment" during the year, explained Jerome Goure, VP marketing for Evian parent Danone Waters of America, Inc.

The videos will be posted on the brand's Facebook page, and fans will be encouraged to weigh in on which city has the best "Live young" spirit.

In addition, the brand will showcase local musicians during events being held in the two cities during January and February.