Desperados launches London festival campaign developed by Space

Heineken brand Desperados has launched a summer campaign aimed at engaging with 18-30 years olds through a series of London festivals.

Developed by Space, an integrated marketing agency, the brand’s festival programme kicked off today, May 5, at Dalston’s fifth annual music and arts festival. Desperados is the main sponsor of the event and will host its own outdoor stage with a specially curated line-up of artists.

Saturday 25 May will see Desperados’ festival partnership continue with Field Day in Victoria Park. The East London event attracts around 30,000 people each year, with headline acts this year including Animal Collective, Four Tet and Bat for Lashes. Desperados will be introducing ‘The Factory’ to Field Day, which features a fully branded bar and stage.

Space is also helping Desperados target influencers via a strategy of brand partnerships and associations across fashion, music, art and media. To date, this includes Brutus Trimfit Illustration Project launch, Blood Brother preview with Defected at the Victorian Vaults and Very Nearly Almost magazine launch.

Alan Solomon, group account director at Space, said: “Space is delivering a series of brand firsts for Desperados this year, extending the brand’s music and festival engagement strategy at a deeper level than ever before. This year, consumers and festival goers alike are going to be treated to the very best in urban dance music and completely unique brand experiences at some of the coolest and hippest events the capital has to offer.”

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