Hipcricket develops mobile websites and QR odes for Perrier

Rating: All part of ‘Le Club Perrier’ promotion

Well-known sparkling water supplier – Perrier – has joined forces with Hipcricket to develop a marketing programme that will include QR codes, websites and IVR marketing. Hipcricket has created mobile websites in both English and French, integrated QR codes, and employed IVR (Interactive Voice Response) technology.The campaign is all part of the ‘Le Club Perrier’ promotion. Knowing full well that many consumers would view the associated YouTube video via mobile, Perrier turned to Hipcricket to deliver a mobile-optimised experience. Consumers can join the party by scanning the QR codes or by texting the word ‘PARTY’ to 492837.Hipcricket built mobile landing pages both English and French that emulate the YouTube experience on mobile devices.

Perrier advertised the promotion at numerous retail locations where its beverages are sold.

The IVR side to the campaign featured cocktail napkins with a ‘hand-written’ phone number jotted on which it encouraged consumers to call the number.

When they did so, a woman (who seemed to be talking from a party) answered and told the caller to “Press 1″ to get directions to the party.

If the caller did press 1, a message was sent to his or her mobile phone with a link to the mobile page.

The Le Club Perrier campaign was focused on a YouTube video that changed and evolved as the number of people who viewed it increased.

Michele Vieira, Perrier brand manager, commented, “We wanted our Le Club campaign to tell a story – to be seamless, memorable and viral.

To do that, we needed social media, and we needed mobile. The mobile interaction was critical and Hipcricket was able to help us develop the type of engaging experience consumers remembered and talked about.”

Eric Harber, Hipcricket’s CEO, said, “This unique deployment for Perrier is a great example of how mobile marketing tactics can be combined and tailored to blend seamlessly into a company’s marketing strategy.”