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Interactive Perrier Video Gets Sexier As Number of Viewers Goes Up

 

Go figure, it's already at 11 million viewers and counting - up over 1 million just in the last few days.

The effort is part of an integrated campaign from Ogilvy that includes a series of TV spots.

"We thought it was really time to connect with a younger consumer, and to do that you have to break through the clutter," Karen Ress, VP-general manager of premium brands at Nestle Waters, which owns and distributes Perrier, tells Ad Age. "We felt the time was right, with the portfolio of products we have and the great creative and strong messaging."

What do you think of the promotion? I generally love campaigns that reward people for participating - the recent Batman social media campaign is just one brilliant example. But they rely on getting people to get other people to play along. Which is great for the marketer, but not necessarily for the consumer.

Time will tell if the technique wears thin.

In the meantime, everyone's at Club Perrier, if you'd care to join us.

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Digitas

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