Desperados gets set for Freeze with Space
Posted by
Following on from the success of Parklife Weekender and Relentless Boardmasters, Desperados, the original tequila-flavoured beer owned by Heineken, is sponsoring Relentless London Freeze 2012.
The event is the UK’s only snow sports and music festival and will attract crowds of up to 34,000 to witness 2 days of world-class snowboarding, skiing and live music across 5 stages on the 26th and 27th October at London’s Battersea Power Station.
Integrated marketing agency Space, is behind the Desperados Festival activity and this latest Freeze sponsorship will yet again deliver an unforgettable experience bringing the brand to life in the most unexpected, interactive and high energy way.
Designed to engage 18-25 year olds, the Desperados Factory stage will showcase a Space-curated lineup featuring Shy FX, The Nextmen, Raf Daddy, Murkage and top DJs Madam X and Star One not to mention Desperados regulars, beat boxing trio Duke.
Desperados will also entertain fans with body graffiti artist The Urbanist who will air brush his designs onto branded merchandise. In addition, drummers will roam the site challenging the crowd to drum offs and brand ambassadors will be offering samples of Desperados. There will also be a Desperados mini ramp hosting live demos of the best skateboarding and BMX talent.
Ticket giveaways have been promoted in partnership with Clash Magazine, including an interview with Shy FX, who will be playing the Desperados Factory stage. Relentless Freeze has also promoted the festival through an email marketing campaign, Metro UK partnership and associated social media channels.
David Atkinson, managing partner at Space, says: “We have a great track record of helping brands leverage their sponsorship investments especially in music and sport and our work with Desperados over the past few years showcases the best in creativity, experience and engagement. Relentless Freeze has a special position in the Desperados festival calendar and for us it’s an opportunity to reach Londoners in an unexpected and energetic way.”
