• by Karlene Lukovitz  @KLmarketdaily, February 11, 2015

A new campaign for Perrier mineral water features "District Perrier," a party destination that can be experienced through Tumblr-based and other digital content and through apps designed to drive in-store engagement.

The concept, a virtual world inspired by exciting nightlife districts around the world, combines elements of fantasy and reality.

The offerings on the campaign's central content hub at tumblr.districtperrier.com include videos starring the campaign's "hostess," the "Perrier Madame" (shown above); mixology videos featuring cocktails inspired by the nightlife campaign; DJ playlists; style and destination guides for District Perrier and other (real) cultural hot spots; and a serialized audio narrative created with playwright Pia Wilson.

The campaign is also employing image-recognition platform Blippar, and District Perrier games on iBotta, to offer rewards and savings incentives redeemable at retail.

Hashtagged #DistrictPerrier, the campaign is being promoted on Perrier's Web site and social channels, including Facebook, Twitter, Instagram and YouTube. 

Perrier Group Marketing Manager Priya Shenoy said the campaign was designed as "an exciting new way to engage Millennial audiences and bring Perrier's personality to life."

Previous notable digital campaigns using nightlife and culture themes from the brand have included "Perrier Secret Place" in 2013 and "Le Club Perrier" in 2011.