Why Beer Brand Desperados Is Planning for Hybrid Events

From virtual raves in Dracula’s castle to holograms allowing customers to attend virtual DJ sets to save shuttered bars and nightclubs, tequila flavored-beer brand Desperados has been on a learning curve of digital innovation. Over the last year, the Heineken-owned brand has followed others in learning how to overcome the physical restrictions on in-person events. Now, it plans to continue with virtual elements, having seen the scale that can be achieved in audience participation. The brand is growing internationally while engaging consumers virtually through new digital initiatives, according to Rutger van der Stegen, Desperados' global head of marketing. 'Go Desperados' Van der Stegen told Adweek that virtual events are a focus of its future marketing plans. This last year saw the launch of the tagline “Go Desperados,” which had been in the works since 2018. The tagline was designed to be the essence of the brand as "a beer that goes beyond the obvious, for people that do the same," according to its website. Desperados has grown brand awareness through on-site experiential activity at festivals and nightclubs, along with online events conducted with events production partner Elrow. “The main goal will be to excite consumers through creativity and allow more talents and designers to come up [and] support the party scene," he said. "Playful experimentation is core to the brand and it should come back in everything we do." Now you have the opportunity to allow a lot of people to experience it in real-time and get more eyeballs on the events while they are happeningRutger van der Stegen, Desperados' global head of marketing For 2020, Desperados partnered with 31 DJs across seven venues internationally to stream 16 live sessions for people stuck at home due to lockdown restrictions. Those included Halloween parties in Dracula’s castle in Transylvania and Casa Batlló, one of architect Antoni Gaudí's most celebrated creations in Barcelona. Events also included holograms where people at home were beamed onto the dance floor to participate. “In our plans for 2021, we have planned for physical events to return, but always with a virtual element to it," Van der Stegen said. "Now you have the opportunity to allow a lot of people to experience it in real-time and get more eyeballs on the events," he added, pointing out that the digital side had accelerated over the last 12 months. Rave to Save app The company also created a Rave to Save app, which invites users to join eight virtual parties and see dance moves turn into cash. Every 1,000 steps taken on the app become one Euro donated to support dance clubs. Users will also be able to make their own donations to clubs in Germany, the U.K. and Spain, with each donation matched by Desperados up to €30,000 (around $35,200) per event. Smartphone technology will be used to track the moves of each user as they dance from home. The first of the “Rave to Save” virtual rave took place on March 27 and was run in partnership with online music store Beatport at Berlin’s Prince Charles club. It was livestreamed across the brand’s Facebook and YouTube channels to allow viewers to watch at home. Earlier this year, Desperados also unveiled the alcohol-free Desperados Virgin, which was accompanied by the “Live Today, Love Tomorrow” campaign from lead agency Madebypi. This month, the annual festival SXSW also created its own virtual version of Austin as it took its own sessions online-only for a second year in a row. Here’s What the VR Experience at SXSW Looks Like

Marketing Innovation

Why Beer Brand Desperados Is Planning for Hybrid Events Even After the Pandemic Ends

Through its 'Go Desperado' platform, the Heineken-owned brand is pushing innovation

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Stephen Lepitak

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Stephen Lepitak