Desperados looks to 'detonate the moment' in summer music campaign

By Ishbel Macleod | PR and social media consultant



Desperados article

June 2, 2014 | 1 min read

Desperados, the tequila-flavoured lager brand, is looking to target the social influencer market at dance music festivals this summer in a new campaign.

Created by Space, the ‘Detonate Moment’ includes a display of graffiti, dry ice and lasers, with confetti canons and powder paint projected across the crowd at each festival.

Mat O’Brien, creative director at Space, said: “Desperados is looking to build on the success of its ‘In every sense’ campaign at London dance festivals last summer with further activity that plays on the sensorial elements of the brand. The Desperados Detonate area aims to enhance and elevate the festival experience at every touch point – from the build of structure to the visual content that bombards the audience at the ‘Detonate Moment’.”

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On June 7 and 8, the brand will team up with the Park Life Weekender in Manchester, an event with a huge student base.

Space has collaborated with the Park Life Weekender to develop the specially branded Desperados Detonate areas.

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Space is an independent creative company for brands ambitious to go beyond convention.

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