Desperados encourages fans to become 'Die Hards'

LONDON - Tequila -lavoured beer Desperados is launching a digital campaign to create 'Die Hard' brand advocates.

Desperados
Desperados

A campaign website, which goes live 5 March, contains a section designed to drive dialogue and loyalty amongst drinkers. The digital work created by space, is part of a wider campaign created by the agency called ‘A Taste of Liberty' which broke in the summer.

The campaign, which is aimed at 18-26-year-old beer drinkers, drives consumers to the website through a bar experiential campaign across 10 UK cities. Consumers can enter an online competition to win four tickets to this year's Bestival on the Isle of Wight from 11 - 13 September, staying in luxury teepees.

Once consumers have entered the competition they will be invited to become Desperados ‘Die Hard's' and are given a personal log in to the site. The first 100 ‘Die Hards' will receive Desperados merchandise and users will be able to enter a fortnightly prize draw with prizes including bungee jumping, pole dancing tuition, go-karting and burlesque nights. Users are also encouraged to upload their videos to the gallery and can download wallpapers, widgets and photo frames.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

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