Space is leading plans for Desperados, the original premium packaged tequila-flavoured lager brand from HEINEKEN, to engage with a media-savvy, 18-30, social influencer audience through a series of London-centric, urban dance music festivals.
The 2013 Desperados campaign sees the brand curating line-ups and integrating brand experience in collaboration with some of London’s coolest happenings.
The brand’s festival programme kicks off with Land of Kings on Bank Holiday Sunday 5th May for a 12 hour cultural jamboree. This is Dalston’s fifth annual music and arts festival and its deepest association yet with a brand. The day is a spree of feverish gigs, secret feasts, loft parties, label showcases, basement discos, warehouse raves, rooftop escapes, subterranean games, speakeasies, surreal cinema and all the best bits of a field festival, slap-bang in the heart of Hackney. As well as being a main sponsor, Desperados will host its own outdoor stage with a specially curated line-up of newcomers and past-masters to get the party pumping.
To keep the party vibe going Desperados and Land of Kings also hosts an exclusive after-show party at Arcola Studios, a leading arts venue set over multiple levels that will run into the small hours.
Saturday May 25th sees Desperados’ festival partnership continue with Field Day in Victoria Park. From London’s top alternative music and club promoters, 30,000 like-minded party goers will attend this East London festival of multiple music stages. Headline acts include Animal Collective, Four Tet and Bat for Lashes.
Desperados will be introducing ‘The Factory’ to Field Day for the first time. The largest temporary structure the brand has built to-date, it features a fully branded bar and stage and will host a musical line-up curated collaboratively by Space and Desperados, headlined by Waze and Odyssey and will feature Dollop DJs, Todd Edwards, Psychemagik and others.
Desperados will also be taking festival goers on a journey beyond their senses, through a fully immersive brand experience. Never before attempted by a brand, Space has looked to the science of Spectroscopy, taking Field Day festival goers on a completely unique sensorial journey through a 360 degree visual and sensorial installation. A ground-breaking concept, and global first, the brand is presented as never before, as an interactive, show-stopping, high-energy audio-visual experience.
Space is driving the brand’s awareness and trial objectives, both of which are at the heart of this year’s activity, with Desperados festival activation complemented by an ambitious brand experience campaign in the on-trade later this year.
Space is also helping Desperados target influencers via a strategy of credible brand partnerships and associations across fashion, music, art and media. From curating pre-parties to fashion showcases, press launches, gallery previews and exhibitions, Desperados is delivering a year-round campaign of key events across London. To date, this includes Brutus Trimfit Illustration Project launch, Blood Brother preview with Defected at the Victorian Vaults and Very Nearly Almost magazine launch amongst others.
The brand continues its festival campaign partnering with the hippest and coolest events throughout the rest of the year with further events planned and further information to be released.
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Alan Solomon, group account director at Space, said: “Space is delivering a series of brand firsts for Desperados this year, extending the brand’s music and festival engagement strategy at a deeper level than ever before. This year, consumers and festival goers alike are going to be treated to the very best in urban dance music and completely unique brand experiences at some of the coolest and hippest events the capital has to offer.”