Friday, June 24, 2011, 8:45 AM ET|Posted by Will RichmondAdd Perrier to the list of brands that are discovering the power of running creative video campaigns on YouTube. Perrier launched a clever interactive experience called "Le Club Perrier" 2 weeks ago that appears to be driving significant viewership and engagement. Viewers are invited to watch and pass along links to videos in order to "unlock" the next versions which promise to get "sexier, steamier and wilder as the number of viewers goes up" (right, could they make it more tempting?).
It seems to be working though, at least according to the viewership meter, which indicates nearly 7 million total views to date (the campaign is also #5 on this week's AdAge/Visible Measures Viral Video Chart, though with a far lower view count). Part of the mystery is that it's not clear how many times the videos have been shared via email, Twitter or Facebook, or what it takes to unlock the next version. However, the invitations to share are heavily promoted and follow each video segment.