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Universal Music Group and Brands

Core disciplines: Brand Activation, Branded content, Integrated marketing

 

TERRITORY

Germany

CHALLENGE

Desperados wanted to build on the brand’s relationship with the music industry by creating unexpected experiences for their fans and at the same time, increase direct sales.

APPROACH

We kick-started Desperados’ Why Not campaign with some surprise music events. We partnered with Martin Solveig to put on an electro party in a castle, and also with local hip hop superstar Samy Deluxe for an intimate gig. Samy did everything at the gig, from welcoming people on the door to serving Desperados at the bar. Desperados’ customers could win tickets to the events through an online raffle.

RESULTS

  • 12% growth in mixed beer market share compared to the previous year
  • 500,000 interactions with Desperados’ target audience, generated online through UMG music channels
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