The sparkling water company is augmenting its traditional ads with a themed suite of films and an invitation to participate and share.

Perrier is bringing its beat-the-heat ad campaign to interactive this week with "Le Club" on YouTube. Complementing its print and TV ads featuring languid models reaching for frosty bottles of mineral water amidst melting furniture and clothing, Perrier's channel takes viewers to a nightclub. With more viewers, the video sequence changes, from a single woman entering an empty nightclub to a gradually filling up room with nighttime revelers and performers and a climbing temperature. The theme - the nightclub is hot, the people are hot, and the only way to chill out is with Perrier, the best-selling sparkling water brand in the US.

On the Perrier YouTube channel, visitors can see a thermometer measure video views, watch the previously unlocked videos, and share the ad on social networks to help unlock additional footage. As of this writing, only half of the content is viewable.

This unique, multi-tier ad campaign is being propelled by all participants - the series of short films that make up the video section of the campaign are directed by Nez Khammal, who has created content for Kid Cudi, MIA and Mika. Babe Youth developed the soundtrack, which as it happens can be downloaded for free on BandCamp.

"Perrier is innovating by finding new and relevant ways to deliver the principles of our TV ad campaign to consumers," said Michele Vieira, Perrier Brand Manager. "In addition to the break-through digital activation, a strong TV and digital media buy, point-of-sale materials for on and off premise and mobile components round out this 360 degree integrated campaign.  The integrated experience carries over to the cocktail napkins used in cafes and bars, which will invite consumers to call a phone number where an automated voice encourages them to receive information via text about the promotion."  

Multimedia, social media and mobile tech are all being leveraged in this new strategy.

By Ivory King