Perrier: Miami Art Week
Perrier enjoys a long and storied relationship with the art world, from its association with Salvador Dali and Andy Warhol to the street artists of today. Activations surrounding Miami Art Week, the most prestigious art show in the U.S., reaffirm that heritage by placing the sparkling water brand front and center among the 50,000 cultural enthusiasts and influencers who each December descend on the city’s galleries for a week of art, music, fashion and nightlife.
Perrier’s Miami Art Week strategy consists of digital engagements, event sponsorships and product giveaways, including street sampling from the trunk of a colorful Perrier-branded 1979 Rolls-Royce Silver Shadow II. In 2014, the “Collect Art Giveaway” at the Miami Project Art Fair gave consumers the opportunity to win a Nate Frizzell collectible hand-pulled screenprint. The effort reached more than 25,000 attendees and distributed 7,500 Perrier samples. Perrier also unveiled a vibrant new mural in the city’s Wynwood Arts District by JonOne, the contemporary artist’s first outdoor installation in the U.S. in more than 10 years. Perrier in 2013 partnered with Brooklyn-based street art duo FAILE to create an interactive video arcade, complete with psychedelic foosball and pinball machines in a vacant Miami storefront and offered consumers the chance to win sculptures by artist Meryl Pataky.
The microsite, PerrierLovesMiami.com, serves as a hub for all Miami Art Week-related content and in 2014 generated all-time high page views, a 997 percent increase in visits since 2013. The microsite featured a live hashtag feed and a geo-targeted map of hashtagged Instagram posts, events and Perrier hotspots. SocietePerrier.com features interviews with artists and influencers, recaps of events and an ultimate nightlife guide to Miami Art week. Digital activations, including Facebook, Instagram, Twitter and Tumblr, engage attendees and generate thousands of impressions. It all adds up to a very pretty picture for Perrier at Miami Art Week.
Four festival sponsorship activations-- Monster Bash, HARD Day of the Dead, ALONE and Life is beautiful—supported the campaign. Flash sampling at more than 150 on-premise accounts in Texas and Louisiana generated massive social media buzz around Masquerade. The campaign reached 191,000 consumers, generated 120,000 beers in hand, created 320 million media impressions and a 19 percent increase in national sales.