Ongoing experiential activity in bars throughout major cities is encouraging consumers to visit the Desperados site to enter a competition to win four tickets to this year's Bestival music festival on the Isle of Wight.
When they enter the competition the site invites them to become a "Die Hard" and takes them to an exclusive password-protected section.
The first 100 people to become "Die Hards" get a range of Desperados merchandise and can enter fortnightly draws for prizes from bungee jumping to pole dancing lessons.
In return they are asked to film an oath of allegiance and upload it to the website. The best film wins 10 cases of Desperados.
David Atkinson, managing partner at Space, said: "Our website reflects the underground reputation of Desperados in order to reinforce brand messaging.
"Our strategic and creative approach to the campaign is helping to create brand ambassadors that will further drive the sales through engagement with the brand and its proposition."