| Titulo | Desperados Bass Drop_ How to drop the bass in space |
| Agência | WE ARE Pi |
| Campanha | Desperados Bass Drop |
| Anunciante | Heineken |
| Marca | Desperados |
| Posted | Abril 2017 |
| Legenda | Release Your Inner Tequila |
| História | Desperados Bass Drop is the world’s first festival in zero-gravity making it an historic part of music culture. More than just a party, it revealed what happens when you drop the bass in space. Desperados’ Inner Tequila Studios is a global brand activation platform, created to dial up brand authenticity and position the tequila-infused beer for party occasions using wild music experiments. This one took place on a zero-gravity plane. The event made for captivating footage shared on MTV, Hypebeast and more. We connected with consumers in a whole new way and it became Desperados most watched content yet. |
| Filosofia | Desperados invented a beer born with something unique within - tequila, and set out to own party occasions. Inspired by its daring heritage we created Inner Tequila Studios, a global stage to promote wild experimentation in music. The brief from Desperados was to become the most iconic drink for 18-24 year old. We call this audience Anticipators. They love to explore and experiment anticipating the next move that will help define their identity. With Inner Tequila Studios we want to encourage Anticipators to release their inner tequila by remixing the rules of the status quo. Instead of focusing on various areas of youth culture, we put a stake in the ground with our own unique take on music. Rather than slapping our logo on a festival tent, our objectives were to foster new artistic endeavours, and service music culture by encouraging wild experimentation and creative innovation. |
| Problema | The strategy for Bass Drop, and all of the activations from Inner Tequila Studios, is to create authentic music experiments that remix the rules of culture. We reject the ordinary and amplify creativity to keep music diverse, innovative and fun. Our aim is to inspire Anticipators to have their own creative ideas and ‘release their inner tequila’. By adding to culture rather than taking from it we set out to own the party occasion while gaining authenticity in the eyes of the consumer. Music unites tribes and defines friendships because it’s the only truly global language. Anticipators especially resonate with brands in the music sphere - 80% cite branded festivals and concerts as the best way to engage with them. But festivals often lack the unique innovation that our 18-24-year old consumers crave. So with Bass Drop, we wanted to prove that the sky was not the limit. |
| Resultado | In June 2016, a recruitment phase encouraged consumers to enter for the chance of winning a Bass Drop ticket. The two day festival took place in and above Las Vegas in October, during which we filmed the zero gravity flight using a number of cameras fixed to the plane and participants, and edited into two films told from the DJ and fans’ point of view. We also created Bass Drop online teasers, personalised for market influencers (music bloggers, nightlife personalities), whose involvement allowed for greater credibility with our music and trend savvy Anticipators. Our suite of assets were designed to be truly mobile-first and fit for platform. Facebook was the priority channel, with assets also being made to live on Instagram, YouTube, Snapchat, VEVO, Twitter & Spotify. Alongside the main films (hero & DJ film) we delivered an immersive Facebook Canvas experience, 360 image, collection of still imagery and a key visual. This was Desperados most watched and shared content yet. The main campaign launched online in 9 Global markets in November and the average performance of the films exceeded Facebook's video completion benchmark by 369%. Harnessing a total of over 67m global video views with 995K Social Engagements and 97.3% Positive Sentiment. With a social media approach to use the most relevant social platforms, the UK market embraced Spotify and achieved 95% view-through-rate. The campaign resulted in huge growth for Desperados own social platforms, seeing the global Facebook grow by 37.6K fans during the campaign, Instagram also saw a 270% increase in followers. Bass Drop was covered by a number of music and youth publications including Thump (VICE), MTV, Hypebeast, Mashable and more. Influencers also created their own content on the event which allowed for authentic engagement with the Desperados fanbase. |
| Tipo de Mídia | Interatividade |
| Comprimento | |
| Mercado | Estados Unidos, Polônia, Bélgica, Reino Unido, Portugal, Espanha |
| Trilha sonora | Barong Family - Smack |
| Founder | Patrick Garvey |
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