Desperados took to the skies in search of the ultimate Bass Drop. That moment when the DJ lifts the crowd up higher than they ever thought possible, then brings them slamming back down to earth. One of the most intense experiences that sound waves can provide, Desperados took it to the next level.

Teaming up with DJ Mike Cervello of the Barong Family, Dr. Daniel Levitin the neuroscientist behind ‘This is Your Brain on Music’ and 100 lucky guests for 2 days of unexpected moments and wild experiments to unlock the physical and emotional effects of the Bass Drop. The event cumulated in a DJ set 30,000 feet above Las Vegas in a zero gravity plane. When the DJ dropped the bass, the pilot dropped the dance floor, sending the crowd floating in zero gravity.

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 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 14 Global markets in November and the average performance of the films exceeded Facebook's video completion benchmark by 370%. 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.