Desperados, the Heineken-owned tequila beer, has long aligned itself with club culture, with campaigns such as its Epic House Parties. Now, the brand is trying to help out Europe's shuttered nightclubs as they try to recover from the pandemic.
Desperados and agency We Are Pi have created a campaign around an app called Rave to Save, which will turn people's dance moves into donations to clubs via a series of virtual dance parties. The app, developed by Robot Kittens, tracks users' dance steps using smartphone tech and for every 1000 steps they make (around 10 minutes of dancing), it will donate one euro towards the clubs. (Seems as if this can also double as a workout tool.)
App users can also boost how much they contribute by making a direct donation to clubs in Germany, U.K. and Spain that will be hosting the parties. This will then be matched by Desperados, up to €30,000 per event.
The first of eight events takes place this Saturday (March 27) at Berlin’s Prince Charles club and will feature "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.
“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," said Rutger van der Stegen, Head of Marketing Global Desperados, in a statement.