Desperados set to drum up attention at Boardmasters
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Desperados, the original tequila-flavoured beer owned by Heineken continues its successful 2012 UK consumer experience programme after a sell-out festival at Manchester’s Parklife and now this weekend (10th/11th August) at Relentless Energy Drink Boardmasters in Newquay – Europe’s only surf, skate and music festival.
Boardmasters is part of a nationwide programme driven by award winning marketing agency, Space that includes sponsorship, entertainment and experiential activity aimed at giving Desperados drinkers the chance to try the beer and enjoy a unique, unexpected Desperados experience. The event is supported by extensive digital and social media activity and reflects the company’s strategy to drive awareness, trial and provide 18-25 year olds with unforgettable entertainment.
The event features a Desperados Dome showcasing critically acclaimed music acts, live activities, a branded skate ramp and sampling of Desperados drinks and merchandise. Featured artists and DJ’s include Shy FX, Breakage, Deekline, Murkage, Mikill Pain and many top DJs curated by Space. Consumer engagement tactics feature body graffiti artist, The Urbanist, beat boxing trio, Duke, and Desperados’ own roaming drummers who will challenge the crowd to drum offs and reward participants with product samples and branded merchandise.
The festival will also see Desperados celebrate the best in skateboarding and BMX’ing with a fully branded ramp and a large outdoor screen to broadcast all the action and excitement of the day to festivalgoers in and around the Desperados’ Dome.
Senior brand manager, Jason Wills comments, “Boardmasters is a key event in our growing event programme for the year. Over 34,000 festival goers are expected at Boardmasters and we’ve created a credible, impressive experience through which we can deliver an exciting brand story to our target audience.
David Atkinson, managing partner at Space adds, “Boardmasters is part of the company’s initiative to generate future growth for the brand through highly targeted integrated marketing activity. Desperados aims to increase off-trade convenience and impulse distribution of the brand as well as increase on-trade distribution by delivering to 3,000 new outlets by end of the year.”
