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Desperados Zero Gravity Bass Drop

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Insight

Desperados is beer infused with the flavour of tequila, tequila is known for the ritual for bringing the whole group together in upbeat (party) occasions.  

Starcom's challenge was to create an authentic role for Desperados within the music space (not to badge) to truly add service to electronic music culture. Likewise, it wanted to create an activation (campaign) that was true to the brand insight “unleash your inner tequila”.

The agency knew that its audience are sceptical of brands especially ones that try to associate themselves with music. It wanted to create a completely new and unique music experience to prove that Desperados was worthy of their time & engagement. With this in mind it embarked on creating a distinctively Desperados activation to create a wild experiment in music.

Strategy

The strategy; to add service to consumers love of music culture by letting them unleash their inner tequila via The First ever Zero Gravity Festival - The Desperados Bass Drop Experiment was designed with real consumers at the heart. 

This strategy was underpinned by data; the agency pulled insights from its music and social partners Spotify, UKF, Facebook etc. to tailor the activation to multiple persona’s within the 18-34 music audience: from scene makers, expert fans, creators and to the wider audience of party goers. Each persona would get a unique way to experience the Desperados zero gravity bass drop activation, while also driving scale across upbeat occasions, partners and platforms.

Execution

Starcom teamed up with the Barong Family & DJ Mike Cervello to “drop the ultimate bass”. 30,000 feet above Vegas the airplane turned into the ultimate music venue. As the DJ dropped the Bass, the Pilot Dropped the Dance floor, sending the crowd of fans spiralling into the air. The whole experience was planned to recruit, activate and amplify the ultimate wild experimentation in music around the globe. 

The agency identified “worshiped” scene makers the Barong Family & DJ Mike Cervello to make the bass drop happen. Even DJ Cervello was in awe  “Desperados challenged me to do the biggest bass drop in my life in zero gravity - what the f%*&!" 

In June Starcom recruited fans (100 lucky winners) to join the zero gravity music experience, it targeted them on their social platforms including Twitter, Instagram and Facebook with fit for platform formats and content.  

It then partnered with creators & expert fans favourite music platforms and publishers (Mixmag, Spotify, Vevo & MTV) to elevate the experience in their own unique way.

At launch (Nov), the agency amplified the bass drop experience via video across all party goers via social, programmatic and display channels.  

Results

The results were a celebration of Desperados commitment to servicing music culture and building an iconic beer for the 18-34 generation (in upbeat occasions).

100 real consumers took part in the first ever Zero Gravity Bass Drop Festival 30,000 feet above Las Vegas.

14 markets across EMEA shared the bass drop video online achieved a whopping 67 Million Video Views.

The Facebook assets achieved a video completion rate 380% above their norm – showing how compelling the music experience was in servicing the audience's music culture.

Spotify video achieved a 95% completion rate showing that authentic content works.

MTV quoted “it was the most intense bass drop of their life”.

Hypebeast; who is known for driving culture forward quoted “it was boundary pushing”.

Across multiple markets volume share increased year on year.

Have Your Say

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Brand:
Desperados
Brand Owner:
Heineken
Category:
Drinks (alcoholic)
Region:
EMEA
date:
July 2016 - January 2017
Agency:
Starcom
Media Channel:
Experiential,Digital,Events,Online,PR

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