Mediaboss Marketing

Dive Brief:

Even as much of brands' marketing budgets are being put toward purely digital experiences, out-of-home activations remain a fun, memorable way to connect with consumers and generate buzz for a new product launch. These efforts can further be bolstered by digital tie-ins, however, and Perrier is putting a strong emphasis on social media for the Flavor Studio through the influencer component, the Twitter vending machine and what the press release described as an "Insta-worthy" bubble ball pit.

By making the NYC pop-up experience highly shareable, the brand might achieve reach and awareness that extends far outside of the SoHo neighborhood. It's also an opportunity for Perrier to get hands-on with consumers during a highly relevant time of year for sparkling water and other beverage brands the peak of summer.

While the soda category has long been seeing a dip in sales amid consumer desire for less sugary options, sparkling and flavored water brands like Perrier and La Croix have been getting a boost over the past several years as healthier alternatives.

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Perrier's social-focused NYC pop-up stokes the 5 senses - Marketing Dive