Sensory perception forms the centre of summer festival marketing for Desperados

Campaign: Desperados is hitting the summer festival markets

Heineken lager brand Desperados continued its summer festivals campaign at the weekend with a focus on sensory-perception marketing and experiences for revellers at the Field Day festival in Hackney.

The brand created a Desperados Factory and a Desperados Danceroom Spectrocscopy to promote its 'In Every Sense' strapline, producing a multi-sensorial, high-tech projection show which responded to crowd interaction, complete with a 360 degree visual installation, citric aromatics and smoke-filled bubbles.

The campaign was created by integrated marketing agency Space. Account director Alan Solomon said: "Desperados has given us a fantastic brief, a unique opportunity and the freedom to really push the boundaries of brand experience, while reaffirming the brand as both inspirational and cutting edge. We're helping to deliver a series of brands, industry and world firsts."

Street magician Gerry Sims also appeared at the festival, performing a number of 'Desperados illusions' on the crowd and encouraging engagement with the brand.

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