Desperados ‘detonating’ activation at festivals
Wednesday June 4, 2014 at 2:32pm
Tequila-flavoured lager brand Desperados is broadening its associations with music and establishing itself as the ultimate party brand via festivals in Essex and Manchester through a presence in custom-built branded areas at each event. In addition, the festivals will feature a unique Desperados ‘Detonate Moment’ – an exciting, climactic initiative to build anticipation and unify festival-goers by engaging with their senses. The music strategy and activation for Desperados, which is owned by HEINEKEN, is being led by marketing agency Space, which has been tasked with targeting a media-savvy 18-30 social influencer audience at the two summer dance music festivals. Desperados’ summer activity kicked off over the late May Bank Holiday weekend with a premium sponsorship of the We Are FSTVL event in Essex. Later this week, on June 7 and 8, the brand will team up with the Park Life Weekender in Manchester, an event with a huge student base. Space has collaborated with We Are FSTVL and the Park Life Weekender to develop the specially branded Desperados Detonate areas – large corrugated-iron structures with graffiti, consistent with the brand’s urban look and feel. Desperados offers festival-goers a jointly curated line-up of musical talent along with a unique branded sensorial experience. The Desperados ‘Detonate Moment’ pushes the brand experience through a sensorial display of graphic visuals, dry ice and lasers, with confetti canons and powder paint projected across the crowd at each festival. As the DJ builds his set to a peak, screen visuals will hint at something more to come before triggering a sensorial explosion, creating an unexpected interactive and tangible experience for the crowd. Festival activity is supported by roaming sampling teams and special skin painting for festival-goers from The Urbanist – an experienced graffiti artist who will be operating in the Desperados areas.