Desperados targets festival goers

Space is leading a new London-based festival campaign for Heineken's tequila-flavoured larger brand Desperados.

Heineken's Desperados targets urban music events
Heineken's Desperados targets urban music events

The integrated marketing agency said the 2013 Desperados campaign will engage with a media-savvy, 18- to 30-year-old social influencer audience through a series of urban dance music festivals taking place in the capital.

The brand’s festival programme started this Sunday (5 May) at the Land of Kings annual music festival in Dalston. Desperados was the main sponsor of the 12-hour event and hosted its own outdoor stage featuring a lineup of newcomers and existing music acts.

Both Desperados and Land of Kings hosted an exclusive after-show party at arts venue Arcola Studios as part of the festival.

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."

The brand will also be partnering with Field Day in Victoria Park on 25 May, an East London music festival attended by around 30,000 individuals with headline acts including Four Tet and Bat for Lashes.

Desperados will be introducing The Factory to the event, the largest temporary structure the brand has built to date, featuring a branded bar and stage. A programme of music acts, curated collaboratively between Space and Desperados, will perform on the brand’s dedicated stage.

Festival goers at Field Day will also be able to experience Desperado’s 360-degree visual and sensorial installation, an interactive experience, as part of its activity at the event.

Space is also helping Desperados target influencers via a strategy of credible brand partnerships and associations across fashion, music, art and media. This has previously included Brutus Trimfit Illustration Project launch, Blood Brother preview with Defected at the Victorian Vaults and Very Nearly Almost magazine launch amongst others.

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