By Savannah McClelland
Perrier has demonstrated the confident marketing strategy that they have developed a reputation for with its latest campaign, Perrier Secret Place. The campaign is a game within a game; the goal of playing Secret Place is to find a required hidden item, which allows participants to enter for a chance at attending a real party.
Secret Place immerses you fully in the world of an insane party, moving from room to room—and from the perspective of one character to another—to find clues to locating the secret Perrier bottle. In total, almost an hour and a half of film footage went into the development of the site; while the experience can be a bit overwhelming at times, it is intriguing enough that it is easy to forget that you’re looking for a particular Perrier bottle. This is apparently at least somewhat by design; Perrier says that only the most experienced gamers will be able to find it, and it encourages players to come back over and over again to hone their skills.
The game is fascinating; it starts with a quick video where you go through a Parisian Laundromat, revealing a club in the back. By clicking any of the 60 guests at the party, the player is able to see everything from that guest’s perspective. Activities going on include a game of checkers with macarons replacing the pieces, a high stakes poker game, and a variety of other happenings. Each scenario, each character, provides a clue to finding the secret Perrier bottle.
If you do find the secret bottle, you can enter for a chance to go to a real life crazy party; destinations include a party in St. Tropez, New Year’s Eve in Sydney, Australia, Art Basel in Miami, Carnival in Rio de Janiero, and the closing of Ibiza season.
Perrier’s marketing has long focused on giving consumers an experience, rather than just providing content. Secret Place took Ogilvy Paris approximately 18 months to write and produce. In addition to the multitude of scenarios, the site features infographics summarizing how many lives you’ve lived of all of the possibilities. Gauthier Gay, Perrier’s group marketing manager, explained the thought process behind the campaign, saying, “The Perrier target consumer is young, edgy, highly digital, and loves to socialize –- and these are exactly the people who will be attracted to Secret Place, and with digital and social playing an increasing role in these consumers’ lives, we’re maximizing these assets with Secret Place to enhance the experience.”
You can check out the unique and fully immersive experience here.