Digital experiential at Perrier Party

Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly search for great marketing ideas.

This week he came across a highly engaging campaign from bottled water brand Perrier that celebrates its 150th anniversary in style.
 
Sparkling water brand Perrier, which is never shy of orchestrating innovative brand experiences, has launched a first-person 'playable' online video campaign to celebrate its 150th Birthday.

The Perrier Secret Place is an extensive digital experience, which gives users access to a decedent and surreal secret party in Paris, through the eyes of any of the 60 larger-than-life characters in attendance.

There are five clues hidden somewhere in the videos, which users/players need to use to find the “Secret Perrier Bottle”. Those who find and work out the clues, which are well-hidden and detailed to encourage people to invest time and thought into the experience, are then entered into a prize draw to win a trip to a live experience Perrier Party in Rio, Ibiza, St. Tropez, Art Basel or Sydney.  
 
The online experience is brilliantly detailed, sucking consumers into the Perrier game and encouraging them to spend time living in Perrier's virtual reality through the eyes of one of the 60 people in attendance. It is an intricate, witty and highly sharable digital campaign that speaks volumes to its social, young, trend-setting, digital-savvy target audience.  
 
Anniversaries are a great time to roll-out an innovative campaign that goes beyond a brand marketing strategy. It is an excuse to drive home a brand’s wider positioning and engage consumers with the brand’s provenance and current strength through celebration.

Read more from Joss Davidge in our Clubhouse.