The party has always been part of Perrier's brand and is a key element to attract the younger audience. Perrier wanted to reinforce their presence online to recruit a younger target of 25-35, social hedonists, extend its visibility worldwide and leverage the party side and sexiness of the brand.
Perrier came up with a very simple insight, the more people in a room, the hotter the temperature gets. The brand created a digital room via a YouTube channel and as more users visited the channel, the video evolved and featured more people.
Le Club Perrier is video in which the scenario evolves depending on the number of viewers. Users are invited to join using one single contact point, the Perrier You Tube Channel, to make the viewer counter rise and help unlock the next version of the video. The channel design featured a thermometer to show how high the temperature was and which videos were unlocked of the six available.
All of the videos feature the same scenario of a woman walking through the club to reach the stage and as the video versions became unlocked, the scenes change to include more people in the club, a higher temperature, increased amount of people dancing and the whole club started to melt. When joining the channel, the users were able to the see all the unlocked videos so far and were invited to share the URL of the Perrier channel with their friends to help unlock the next hotter version. Viewers did not know when the experience would end and as a result, users visited the channel frequently to see if a new hotter version was released.
Results
11,455,375 video views in four weeks.
#92 video most viewed.
#1 French video on Twitter, #8 on YouTube.
27 million internet users reached in one day.
4,766,423 views on the trailer video.
Average time spent on the channel was one minute twenty-two seconds.
Perrier channel ranked #7 in France and #5 in Canada.
28 million impressions in blogs and media, including an article in the Financial Times and Advertising Age.
Viral rate 53% above industry average.
4,100 internet users subscribed to the Perrier channel, shared more than 24,800 times through Facebook, Twitter and email.
The number of fans increased from June 7th, + 30,000 fans.