Perrier Sparkling Natural Mineral Water today unveiled Secret Place (www.perriersecretplace.com) a digital experience that invites guests to participate in "the ultimate secret party" in Paris. The brand says the digital interactive feature film is its most innovative campaign to date, allowing users to live out the experience through the eyes of 60 different characters at an exclusive party, and inviting visitors to enter a sweepstakes for a chance to win an invitation to one of five of the wildest parties across the globe.
Created in celebration of Perrier’s 150th anniversary, Secret Place combines brand entertainment with gaming. Within Secret Place, five clues can be found that will lead to a special hidden Perrier bottle, where guests 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 each week for the five weeks of the campaign.
Created by Ogilvy & Mather Paris and intended for mature audiences only, Secret Place was designed to appeal to the edgy, Perrier drinker who is looking for the ultimate experience both in life and online.
“Perrier has always been on the cutting edge of branded content marketing. After the success of Dita von Teese Mansion and Le Club Perrier in 2011, we’re hosting Secret Place, the ultimate party. By making it digital we created a way to invite everyone to participate,” said Gauthier Gay, Perrier international brands Group Marketing Manager. “Secret Place is an immersive experience with a surprise at every turn, something that will be highly engaging for our target audience. And at a party that goes on for hours, we like to think of Perrier as the drink that can refresh like no other.”
“Our goal was to give people the opportunity to live an experience they wouldn't normally live, but have always dreamed about,” said Chris Garbutt, Chief Creative Office, Ogilvy & Mather Paris. “And thanks to Perrier, you can live it not once, but multiple times, through the eyes of multiple characters. This is an idea that is only possible thanks to the technology we have at our disposal today, and a bit of creative thinking.”
In addition to the desktop version, Secret Place will be available on mobile devices through an application that runs on iPhone, iPad and Android. This application allows users to 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.