Desperados Keeps the Party Going with New App to Support Nightclubs
With thousands of nightclubs currently closed across the world, Desperados is calling on partygoers around the world to unite in support of the clubs they love with the launch of their Rave to Save app. People are invited to join a series of eight virtual parties that go beyond the obvious, where their dance moves at home will be turned into cash for clubs across Europe.
For every 1,000 steps taken by partygoers (approximately 10 minutes of dancing) on the Rave to Save app, €1 will be donated to support the clubs. The Rave to Save app, available on the App Store and Google Play, uses smartphone technology to track partygoers’ moves as they dance to epic beats on their home dancefloor.
App users can also boost how much they contribute by making a direct donation to clubs in Germany, UK and Spain that will be hosting the parties. This will then be matched by Desperados, up to €30,000 per event. The funds will be used by club owners to cover operational costs, including staff salaries and rent, depending on the final amount raised.
In partnership with Beatport, partygoers can start virtually raving from Berlin’s Prince Charles club on Saturday 27th March. After downloading the Rave to Save app, they will experience epic disco and house beats by headliner Purple Disco Machine, with support from Nakadia. The event will be livestreamed on Beatport’s Facebook and YouTube channels from 19:00 CET.
International music producer and DJ Purple Disco Machine, said: “Europe is home to some of the most incredible clubs and venues in the world. But all of that energy and vibrancy has been put on hold during the pandemic. Desperados’ Rave to Save app is providing venues with much needed support by encouraging people to do something they love – dance. People from all over the world can party together, donate together and make a difference together.”
Rutger van der Stegen, Head of Marketing Global Desperados, commented: “With nightclubs and music venues forced to keep their doors shut for months, Europe’s nightlife sector has taken a big hit from the pandemic. At Desperados, we believe we have a responsibility to support an industry that is so deeply entrenched in our DNA. That’s why we’re thrilled to unite partygoers from around the world through our Rave to Save app. By dancing together, we can all support the venues we love so they’re ready to re-open their doors and welcome us all back when it’s safe to do so.”
Rave to Save is Desperados’ latest initiative to keep the party spirit alive whilst we party apart during varying levels of lockdown. In 2020, with world-renowned party producer elrow, Desperados partnered with 31 international DJs across 7 iconic venues to live stream 16 sessions straight into people’s living rooms.
The virtual shows are the latest wild experiment in a series of innovative experiences and activations taking place in 2021 as part of Desperados’ new creative platform, Go Desperados. In embracing its spirit of playful experimentation, Go Desperados captures the essence of the brand – a beer that goes beyond the obvious, for people that do the same.
The campaign was created by Amsterdam-based agency WE ARE PI, and supported by PR agencies Edelman UK and Edelman DE, with social content developed by Boomerang.
Featured Companies: Edelman
Client: HEINEKEN International
Global Marketing Manager, Desperados: Rutger van der Stegen
Global Brand Manager, Desperados: Bianca Cioti
Brand Manager Global Brands, Germany: Frida Boeke
Junior Brand Manager Global Brands, Germany: Jannis Falge
Global International Brands, Craft & Cider
Communications Manager: Hannah Nottage
Lead Agency: WE ARE Pi
Chief Executive Officer: Alex Bennett-Grant
Executive Creative Director: Rick Chant
Creative: Pierre Gilles
Creative: Ankita Tobit
Head of Design: Seth Josephs
Designer & Animator: Nick Fatouris
Head of Strategy: Mark Lester
Senior Strategist: Chloe Ribas
Business Director: Sam Grischotti
Account Director: Luke Welch
Head of Production: Kim Buttery
Senior Producer, AV: Vyvy Ly
Senior Producer, App: Ekat Golovkina
Senior Producer, App: Billy Linker
Business Affairs Manager: Barrie Williams, Emilie Douque
App Production Company: Robot Kittens
Local Production Company: MMAATTCCHH
Cinematographer: Jack Wilkinson
Editor: Pete Fullarton
Editor: Finn White Thomson
Colourist: Tim Smith
Sound Design & Music: Arthur Vincent
Line Producer: Damon MacDonald
Digital (3D) Production: Uni_verse Studio
PR Agency: Edelman UK
Media Red Star (Dentsu Aegis Network)
Event Partner - DJ, Stream and Event: Beatport
Event Partner - Hologram Technology: Jack Morton Worldwide
Category: Alcoholic Beverages , Beers