Home  › Media › Video
trailer-capture-1

Perrier Creates Effervescent YouTube Campaign

  |  June 13, 2011   |  Comments

A video becomes "steamier and wilder" the more people watch it.

trailer-capture-1In an appeal to chic consumers in North America and Europe, French sparkling water brand Perrier has launched, "Le Club Perrier," on its YouTube channel.

And while it's not immediately clear if they were all upscale viewers, somebody's watching: In its first week, the "Le Club Perrier" video netted nearly 1 million views. As of Monday morning that number had climbed to 2.3 million.

The video is segmented into six versions that are unlocked as more people view it. Or, as Perrier puts it, "The more viewers of the online video, the hotter the party becomes."

To demonstrate progress, Perrier says the channel features a thermometer indicating how high the temperature escalates and how many videos have been unlocked.

Perrier brand manager Michele Vieira notes there are six versions of the same theme – a girl walks into a nightclub and comes across interesting people and "mini dramas."

According to Perrier, the scenes get more interesting as video versions are unlocked, more people appear in the club, the temperature rises and "the whole club starts to melt."

While Vieira says "the party really gets going in version three," Perrier did not release what milestones will unlock further video content.

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 campaign will run in the U.S., France, Belgium and Canada through the end of the summer. Vieira says she anticipates it will run through the beginning of July, but the timeframe depends on the number of views.

"We hit the 100,000 mark before midnight [on the first day], so it could be over quickly," she notes.

The objective for the U.S. "is to continue to evolve the U.S. consumer's perception of Perrier into one that is more in line with global perception – fun, daring, unique and modern."

Perrier is a brand that seeks out well-to-do 25- to 40-year-olds who "enjoy socializing and really like to have a good time," Vieira said.

The YouTube videos are digital extensions of a TV campaign that started airing earlier this month. A 25-second spot drives consumers to YouTube.

"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," said Vieira.

Perrier says it earned 2,000 Facebook fans in two days and "le Club Perrier" was the #1 tweeted French video in the world on Wednesday. As of Thursday, Perrier had nearly 41,000 Facebook fans.

A sweepstakes is also integrated as part of the "Le Club Perrier" promotion, offering participants the chance to win a trip to New York. The winner will also get VIP access and treatment to the "Le Club Perrier" party in September at a NYC nightclub.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...