To mark the millennium, I designed a web-based CRM programme for Perrier’s bubbly mineral water. Rather than a website, the concept extended across multiple media sites – giving people the opportunity to collect bubbles by rolling over and clicking pup-up ads.
Completely self-driven, each user was drawn deeper into the programme as he/she built up bubbles towards the magic billion and prizes. Scattered around media sites were hidden rollovers – like this Perrier bottle. If clicked, it led to the sitelet.
As the user got further into the programme – winning bubbles after ‘finding’ them across the web, keeping them safe from ‘bubble killers’, and so on – they were invited to complete email, name, and address details, turning their relationship with Perrier from faceless stranger to known advocate.