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By Rebecca Stewart, Trends Editor

November 21, 2016 | 2 min read

Desperados is targeting gig lovers with an experiential stunt claiming to be the world's first ever zero gravity music festival.

As part of its wider 'Release your Inner Tequila' campaign, the Heineken-owned tequila flavoured beer brand took to the skies above Las Vegas earlier this month for the zero gravity event. Today (21 November) it has released footage from the experience in a film called 'Desperados Bass Drop', which gives fans who weren't able to attend the chance to see the stunt in action.

To create the push the alcohol brand brought DJ group the Barong Family and neuroscientist Daniel Levitin on board a flight combining music, lights and weightlessness 30,000ft above the Nevada desert, in order "to achieve a bass drop experience never felt before." Up in the air, DJ Mike Cervello debuted his latest track, Smack, in what Levitin called a "unique experiment."

"By stretching the perceptual experience, playing with sounds at zero gravity, extending the feeling of weightlessness, we created a new form of the bass drop," he added.

Anna Bizon, global brand director at Desperados, said: “20 years ago, Desperados re-wrote the rules by brewing the world’s first tequila flavoured beer. We’ve been daring to do things differently ever since. Desperados Bass Drop is a chance to reach new levels of music and give some of our fans a truly unforgettable experience. It is a unique taste of the unconventional, disruptive nature of our brand.”

The brand's global 'Release your Inner Tequila' initiative aims to use a series of unique experiences to foster experimentation in music and celebrate individualism. It kicked off earlier this year with a refreshed visual identity designed to bring to life the brand's "bold and creative character" in each of the 84 countries where it is available internationally.

Heineken Marketing Desperados

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