Party people: Perrier creates immersive experience

Brands are increasingly using immersive experiences, combining the real and the fantasy to reach consumers, as we reported in our Faction Marketing macrotrend.

Created by Ogilvy & Mather Paris, the Perrier Secret Place is an interactive film in which viewers experience a party in an apartment through the eyes of one of the film’s 60 guests. The aim is to find hidden bottles of Perrier by deciphering clues hidden in the apartment. When a user finds a bottle he or she is entered a draw to gain entrance to exciting parties across the world, including New Year’s Eve in Sydney and the carnival in Rio de Janeiro.

The film offers users thousands of scenarios, from the burlesque to the weird. An infographic also enables users to keep track of how many guest experiences they have ‘lived’.

The project is designed to demonstrate that Perrier is essential at parties. By mixing gaming and brand advertising, Perrier offers consumers a unique, immersive experience.