Cutting-edge interactive film combines brand entertainment and gaming in Perrier’s most innovative global marketing campaign
Stamford, CT – April 2, 2013 – Perrier® Sparkling Natural Mineral Water, the premium and ultimate refreshment beverage, today unveiled Secret Place (www.perriersecretplace.com) a digital experience that invites guests to participate in the ultimate secret party in Paris. This digital interactive feature film is Perrier’s 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 in a random drawing each week for the five weeks of the campaign. The value of the trips are dependent on the location of the winners residence.
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.
Perrier® Sparkling Natural Mineral Water comes from a source in the south of France, located near the small village of Vergèze. Source Perrier has been the subject of careful study by generations of scientists who can trace the source back more than 100 million years to the Cretaceous Era, when limestone deposits formed faults and fissures, which captured water deep within the earth.
Perrier is the perfect combination of natural mineral water and slightly assertive bubbles. Today, Perrier is the number one sparkling water in the world and in the U.S. (Euromonitor Sales & Nielsen value share), with a presence in 144 countries.
About the Secret Place Sweepstakes
The Perrier Secret Place sweepstakes will run from April 2, 2013 to May 6th, 2013. Terms and conditions can be found at