Perrier launches Secret Place digital experience across Web, mobile
By Rimma Kats
April 5, 2013
Perrier has unveiled its new Secret Place global marketing campaign across the company’s Web and mobile platforms to entice consumers to participate in the ultimate secret party in Paris.
The digital interactive feature film lets users live out the experience through the eyes of 60 different characters at an exclusive party. Perrier is also inviting visitors to enter a sweepstakes for a chance to win an invitation to one of five of the wildest parties across the globe.
“Perrier strives to always be innovative and stay on the cutting edge of marketing and consumer engagement,” said Gauthier Gay, group marketing manager at Perrier, New York. “In celebration of our 150th anniversary, we wanted to create an experience that enables consumers to interact with our brand in ways they couldn’t before and remind them that Perrier offers the ultimate refreshment.
“What we created is an interactive feature film in which you, as Perrier’s guest, get to join an exclusive party from the perspective of 60 different characters as they live out their fantasies,” he said. “With each visit to Secret Place, guests can discover more clues to find the secret Perrier bottle that unlocks a chance to win a trip to one of five amazing parties around the world.
“Our target consumer is very social and highly digital. With Perrier Secret place we combined gaming with brand engagement as a way to encourage interaction with the brand and keep people coming back.”
According to Perrier, Secret Place combines brand entertainment with gaming.
Within Secret Place, there are five clues that users can find that will lead to a special hidden Perrier bottle, where they can enter the sweepstakes for a chance to win a trip for two to Carnival in Rio, Ibiza in Spain, St. Tropez in France, Art Basel in Miami or New Year’s Eve in Sydney, Australia.
One winner will be selected in a random drawing each week for the five weeks of the campaign.
Perrier tapped Ogilvy & Mather Paris to help develop the campaign.
Knowing that mobile devices play an important role, especially for this campaign, Perrier created opportunities to experience Secret Place via Android.
An app for iPhone and iPad is coming soon.
The mobile app lets users navigate through each room of the party and find the secret bottle of Perrier.
The interactive Secret Place campaign will be supported by other marketing initiatives including social amplification and a digital media buy.
The sweepstakes will run in 20 countries across the globe.
“The campaign is supported by a strong content plan on SocietePerrier.com as well as on Facebook with both Société Perrier and the Perrier corporate fan page,” Mr. Gay said. “A global media plan is in place to drive visibility, traffic, video seeding and fan recruitment on Facebook.
“A series of promotional videos can be found on Perrier’s YouTube page,” he said. “Further, we are reaching out to influencers in gaming, mobile and technology to make them aware of the campaign.”
According to Perrier, the Secret Place mobile application was developed so that guests could play anytime and anywhere.
For the company, it is all about convenience.
"As I mentioned, technology and mobile play a huge role in the lives of the Perrier target demographic,” Mr. Gay said.
“This is not a replication of the desktop experience but a concept designed specifically for the mobile device,” he said.
“By downloading the application guests enter the rooms of the Perrier apartment and navigate through each room, but to enter the contest guests must participate via desktop.”
Rimma Kats is associate editor on Mobile Marketer, New York
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