Perrier has launched "Le Club Perrier," an interactive experience on the brand's YouTube channel in which the number of viewers drives content changes in six original videos.
From the YouTube Perrier main page, users can see all of the currently unlocked videos and share the links with friends, thereby helping to unlock the next one.
The video footage starts with a woman walking through the virtual club to reach the stage where she will perform. As video versions are unlocked, the scenes become more interesting, more people appear in the club, the temperature rises, people dance and so forth ("The more people who watch, the hotter the party!"). To show progress, the channel will feature a thermometer indicating how high the temperature escalates.
The film series was directed by Nez Khammal, known for videos directed for Kid Cudi, M.I.A. and Mika. Babe Youth developed the soundtrack.
The interactive online experience is an extension of the brand's television campaign. "In addition to the digital activation, a strong TV and digital media buy, point-of-sale materials for on- and off- premise and mobile components round out" the integrated campaign, reports Perrier brand manager Michele Vieira. "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 can also enter a sweepstakes with a grand prize of a three-day trip to New York City for the winner and a friend, including VIP access to the "Le Club Perrier" party on Sept. 20 at "one of the city's hottest nightclubs."