Heineken-owned beer brand Desperados has appointed agency Space to redevelop its digital presence, including a new website and social media activity.
The brand, which is a premium beer with a unique tequila flavour, is best known for its association with music and festivals. The new site (www.desperadosbeer.co.uk) and Facebook launch this week, kicking off Desperados’ 2011 summer season of festivals and bar events across the UK with the creative concept.
‘Break through’, featuring an urban landscape that takes visitors into a world of underground nightlife and live music.
This is the first major review of Desperados’ online assets for over 3 years, which aims to increase customer engagement among its core 18-25 target audience. The online initiatives further position Desperados as a brand at the forefront of live events and entertainment, focusing on enhancing customer experience by inviting visitors to take part in its extensive sponsorship programme of festivals, including Parklife in Manchester, Boardmasters in Newquay and Freeze at Battersea Power Station, together with over 90 bar events across the UK.
The site features a virtual Desperados landscape with competitions in which visitors can win VIP tickets to its festivals and aims to create its own online community with an event gallery where customers can see images from the Desperados live events. Site traffic will be driven from the new Desperados Facebook page and from an ongoing Facebook ad campaign.
Space managing partner David Atkinson said: “Desperados has immense credibility with young urban socialisers, and the new digital assets for the brand reflect this audience’s thirst for creativity, interaction and inspiration.”
