Sunday, June 12, 2011

Perrier - Le Club

Le Club Perrier Youtube Channel
'The more people that watch, the hotter the party.'  That's the idea behind the new Le Club Perrier campaign.  Its new YouTube channel features a video of a club scene, accompanied by a thermometer/view meter accompanying the video player.  The more that people watch the video, the more scenes will get unlocked and the hotter/steamier the video will become.  In total there are six levels/videos to unlock before the entire video is complete.  Though it's only be going for a few days, it's already been viewed 2+ million times and has unlocked the first three videos. 

It's a great mechanism to encourage viewers to both share the video and to encourage repeat views/visits as users will come back to see if the channel has progressed to the next level.  In addition to prominent sharing features, the custom gadget also includes a free download of the music track featured in the video.  
The campaign, developed by Ogilvy Paris, will "include a 360-degree integrated effort, including TV/digital media buy, point-of-sale materials and mobile. “Le Club Perrier” will be rolled out around the world in the US, Canada, Belgium and France and will run through the end of the summer."

Supporting Articles: Brand Channel | The Next Web | PopSop