It is our strong POV that branded entertainment via a digital-centric campaign that is rooted in social media is vital for creating global movements. The digital environment is a much freer place to seed and spread content and is definitely a more attractive way to connect with our consumers in an engaging way. This, coupled with the fact that it was our goal to make our experience social at its heart, with the goal of bringing the user in at the outset to act as a driver to building the conversation. Last, Le Club Perrier was running in US, France and Canada which are much matured markets on digital. To this extent, it was necessary to create highly viral content through a never-seen-before mechanic.

“The more people watching, the hotter the party gets”: Le Club Perrier is the first video in which the scenario evolves depending on the number of viewers.

Users are invited to join one single contact point, Perrier You Tube Channel, to make the viewers counter rise and help unlock the next version of the video. The channel design featured a thermometer indicating how high the temperature has increased and which videos are unlocked.• Describe the different channel(s) and how they worked together to maximise the campaignIt was important to have enough boost at the campaign launch for the operation to be truly viral. The partnership with YouTube (the brand channel and all the different advertising formats) allowed Le Club Perrier to find easily and quickly his audience. As well, the Iad implementation reached an influent target sensitive to innovative media.

-11,455,375 video views -The Perrier video is the no.92 video most viewed just behind Twilight-No.1 French video on Twitter, no.8 on YouTube -27m internet users reached in 1 day-Over 11m views in 4 weeks-4,766,423 views on the trailer video -1m 22 second average time spent on the channel-Perrier channel ranked no.7 in France and no.5 in Canada-More than 28m impressions in blogs and media, including an article in the Financial Times and Advertising Age. Great earned media results. A good viral rate (53%) above industry average -More than 4,100 internet users subscribed to the Perrier channel-The channel has been shared more than 24,800 times through Facebook, Twitter and emails -The number of fan has increased from June 7th: +30,000 fans-Most of the comments are positive about the videos or the brand