Challenge
To celebrate Perrier’s vibrant range of sparkling flavors we launched the Perrier Flavor Studio; an experiential, multisensory pop-up activation held on Greene Street in Soho NYC July 12 -16, 2017. The Perrier Flavor Studio delivered unexpected brand and social media sharing experiences based around the five senses that created a unique environment for sampling and interacting with consumers. With consumers making healthier beverage consumption choices, the Sparkling Water Category is booming and flavored sparkling water is driving growth. Perrier is famous for providing healthy refreshments, but consumers didn’t know that Perrier offers 6 flavored sparkling water options.
Solution
To make consumers aware of Perrier’s flavors, including their 2 newest – Strawberry and Watermelon, we were tasked to ‘Elevate Extraordinary’ and build a disruptive experience that would hit all 5 senses – touch, smell, sound, sight, and (of course) taste. We took visual inspiration from their campaign featuring artwork from AKA Corleone, a talented street artist. An Insta-worthy bubble ball pit, reminiscent of Perrier’s bubbles and filled with inflatable fruits, gave guests the opportunity to snap a selfie using the ceiling selfie-mirror before sharing on social and printing via hashtag photo printer. A digital coloring book featuring AKACorleone’s art to printed directly onto tote bags, and the Twitter vending machine dispensed flavor inspired goodies. The activation featured live music from celebrity DJ Hannah Bronfman.
Results
The campaign successfully delivered numerous opportunities for social media sharing and hit all campaign objectives. We captured the attention of visitors using social influencers to promote the activation and brought in key partners including Vanity Projects manicures, Dana’s Bakery macaroons, and Big Gay Ice Cream for National Ice Cream Day. Foot traffic was high, indicating that influencer and social amplification were successful in building awareness and a POS system was used to gather real-time data on sampling. - 26,458 impressions via sponsored Instagram post - 10,000+ samples distributed - 5,600+ guests - 80 million impressions from top-tier media publications
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