It's cocktail o'clock! Shake your mobile to mix a Perrier cocktail with Blippar

Perrier Sparkling Natural Mineral Water has collaborated with Blippar to offer consumers fun and engaging augmented reality experiences as part of their new digital ‘party destination’, District Perrier.

Heralded as the brand's ‘bolder, quirkier side’, District Perrier can be accessed online and in stores all over the US. It features a Tumblr content hub - around which visitors are guided by the saucy Perrier Madame - and a creative marketing strategy that uses Blippar’s image-recognition and augmented reality technologies to hide thrilling mobile experiences beneath their product packaging, which fans unlock using Blippar’s free visual browsing app.

District Perrier is the brand's new digital party destination - blipp this image to step inside...

Blipping Perrier labels using the free Blippar app downloaded onto mobile phones and tablets unlocks thrilling, exclusive content, including an animated cocktail mixology lesson (in which you must shake your mobile phone to activate the cocktail shaker), recipes and videos for alcoholic cocktails made using Perrier, an interactive DJ mixing desk, and style and destination guides.

Speaking about the new digital campaign, Perrier Group Marketing Manager Priya Shenoy said: ‘Perrier has always pushed the boundaries through its edgy and innovative marketing campaigns. District Perrier is an exciting new way to engage with millennial audiences and bring Perrier’s personality to life.’

Inside the Perrier blipp... users must shake their mobile phone to activate the cocktail shaker

Blippar’s National Director of Business Development Keith Curtin added: ‘Blippar's augmented reality platform adds a new layer of digital content to your favorite bubbly Perrier refreshment, taking mobile users into the immersive world of District Perrier via engaging product packaging and on-site coasters and neck hangers.

‘This unique digital experience celebrates the iconic Perrier brand as a premium choice for adding flavour to your nightlife. Interactive features within the campaign including drink recipes, exclusive video content, virtual photo booth fun and a ‘mix up the beat’ music game make Perrier the perfect ingredient to make your nightlife fizz!'

The DJ mixing desk found inside the Perrier blipp, with interactive buttons to activate different musical sounds

Describing the innovative features within the blipp, Cheena Jain, Blippar's US Creative Lead, said: 'We were able to add a lot of detail within the blipp to allow users to enter a dimensional world. The two features we are very excited about are the Shake It Up and Mix It Up portions. Giving the user the ability to shake their phone like a cocktail shaker to reveal a recipe is an innovative way to highlight the overall concept and add fun, but also presents recipes in a refreshing way. Using the bottle as a gateway to District Perrier was a great opportunity, and the various audio segments really help bring the concept to life even more. These little details matter significantly.'

Blipp the Perrier logo below using the free Blippar app to enter District Perrier...