Desperados crowdsources dance music live on Facebook

Desperados has collaborated with German techno-house duo Format: B to create a crowdsourced dance music track, which went live on Facebook yesterday evening.

Desperados: crowdsources dance music for Facebook track
Desperados: crowdsources dance music for Facebook track

The Heineken-owned tequila-flavoured beer brand appealed to its 1.3 million Facebook fans to create a track, as part of a global campaign, created by its agency AnalogFolk.

The event started at 6pm and lasted for two hours. Format: B suggested various loops, baselines and beats which fans could vote on to use for the track on its page.

The finished tune will be available to download from Facebook for free when completed. Fans were able to interact with each other and Format: B on the social network during the session.

As well as the track, AnalogFolk will be creating additional video content, which it will post on its Facebook wall. Desperados is a challenger brand, positioned between spirits and beer, which aims to bring the "wild side of fun" to 18- to 24-year-olds.

Digital and experiential is at the heart of Desperados’ marketing strategy. In September, it hosted a live gig in East London using a projection of a Malawian singer from the band, The Very Best, who was unable to enter the UK due to passport restrictions.

Previous innovative digital work from the brand includes an interactive ad on YouTube, enabling users to "join a party" with their Facebook friends.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published