Desperados is a Tequila Flavoured Beer; To unleash our audiences inner tequila we created “the ultimate bass drop” experience . We would not badge, we wanted to add service to their music culture. The big activation idea was to create the first zero gravity festival. We teamed up with the Barong Family & DJ Mike Cervello to “drop the ultimate bass” for 100 lucky fans. 30,000 feet above Vegas the airplane turned into the ultimate music venue. As the DJ dropped the Bass, the Pilot Dropped the Dance floor, sending the crowd of fans spiraling into the air. The whole experience was planned to recruit, activate and amplify the ultimate wild experimentation in music around the globe.

We identified “worshiped” scene makers the Barong Family & DJ Mike Cervello to make the bass drop happen. Even DJ Cervello was in awe “Desperados challenged me to do the biggest bass drop in my life in zero gravity - what the f%*&!

In June we recruited fans (100 lucky winners) to join our zero gravity music experience, we targeted them on their social platforms including Twitter, Instagram and Facebook with fit for platform formats and content.

We then partnered with our scene makers & expert fans favorite music platforms and publishers (Mixmag, Spotify, Vevo & MTV) to elevate the experience in their own unique way.

At launch (Nov), we amplified the bass drop experience assets across all our party goers social, programmatic and display channels. 14 markets shared the bass drop video online achieved a whopping 67 Million Video views – that’s real scale!

• 14 markets shared the bass drop video online achieved a whopping 67 Million Video Views

• Off Trade Volume share increase YOY (Q4 campaign period across 5 key markets), Spain +24%, Netherlands +64%, Poland +9%, Romania +41%, Switzerland +25% vs 3% beer category average.

• In the UK the Spotify video achieved a 95% completion rate showing that authentic content works.

• Facebook video completion rate 380% above their norm – showing how compelling our music experience was in servicing our audiences music culture

• MTV quoted “it was the most intense bass drop of their life”

• Hypebeast; Driving culture forward quoted “it was boundary pushing”