Desperados, the tequila-flavoured beer owned by Heineken France, is launching a major push to support its sponsorship of Europe’s largest surf, skate and music festival Relentless Boardmasters 2011, in association with Vans.
Agency Space has devised a campaign that encompasses sponsorship, entertainment and experiential activity aimed at giving drinkers the chance to try the beer and enjoy the Desperados festival experience.
During the annual event, which this year will take place from August 10th to 14th at Fistral Beach and Watergate Bay in Newquay, Cornwall, Space has planned a series of live activities to engage consumers first hand with Desperados.
Within the main Desperados dome, there will be a bar and stage that will see a range of up and coming DJs and acts, including the For Boarders By Boarders (FBBB) DJs, MC Rodney P and DJ Skitz, live hip-hop from True Ingredients, and beat-boxing trio otherwise known as Duke performing and engaging with consumers.
Meanwhile, the smaller Desperados dome located next to the main activity, will host the Hit & Run T-shirt printers who will instantly print T-shirts using a range of bespoke designs and hand them out to Boardmasters festival goers.
The festival will also host the likes of the Urbanist who will be air brushing his designs on to consumer bodies, a sampling team handing out Desperados goodies and drink samples, live art and a Desperados skate ramp with regular competitions. Consumers simply need to be a fan of the Desperados Facebook page to receive some of the freebies.
Space managing partner David Atkinson said: “This year we’ve expanded the Desperados festival experience, so Desperados will now be at three festivals in total, including the popular Boardmasters.
“This growth has been driven by the success of our experiential activity, which encourages drinkers to discover more about the brand, its spirit, and way of life. What’s more, together Space and Desperados are now hosting newer and fresher acts on the stage, demonstrating our relentless effort to outperform the activation we have brought to consumers in previous years.”
