Desperados break dances into town
Monday October 6, 2014 at 5:09pm
Desperados, the tequila-based lager brand from Heineken, is to tour University cities this Autumn with a break dance-themed experiential campaign. The roadshow, created by brand experience agency Because, launched at the end of September and will run for five weeks. It comprises a mix of on and off-trade activations targeting 18-24 year olds and focussing on key student cities across the country. The on-trade element of the campaign will see 11 hit squads of professional break dancers and brand ambassadors visiting bars and nightclubs across the UK on Friday and Saturday nights. The break dancers will perform and teach people new moves whilst brand ambassadors distribute samples of Desperados to watching crowds. To support off-trade sales, BEcause has designed a Desperados-branded A-Team style van, the side of which opens up to blast a bespoke playlist. Attendees can trial the new Verde range and 150ml bottles of Desperados and coupons will be distributed during the pop-up events. The van will visit Student Unions during student Freshers’ Weeks as well as key city centre locations in subsequent weeks. Earlier this year, BEcause ran a similar four week campaign for Desperados distributing 43,721 samples during 69 live events, reaching over 300,000 consumers through word of mouth.