Space is leading the music strategy and activation for Desperados, the original premium packaged tequila-flavoured lager brand from Heineken, targeting a media-savvy, 18-30, social influencer audience at two dance music festivals this summer.
Desperados is broadening 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. Space has created a unique Desperados ‘Detonate Moment’ – an exciting, climactic initiative to build anticipation and unify festival-goers by engaging with their senses.
Space kicked off Desperados’ summer activity through a premium sponsorship of the We Are FSTVL event in Essex – two days and nights of the biggest names in electronic dance music that took place over the late May Bank Holiday weekend. 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.
Mat O’Brien, creative director at Space, said: “Desperados is looking to build on the success of its ‘In every sense’ campaign at London dance festivals last summer with further activity that plays on the sensorial elements of the brand. The Desperados Detonate area aims to enhance and elevate the festival experience at every touch point – from the build of structure to the visual content that bombards the audience at the ‘Detonate Moment’. Our ambition is to create an intimate and memorable party that closes the physical and emotional space between festival-goers and the brand to give them something to talk about long after the weekend is over.”