Desperados Dance Club Brings the Uplifting Benefits of Movement to Gen Z
Laura McQuarrie — September 7, 2023 — Marketing
References: adweek
Heineken brand Desperados is building on the success of the Rave to Save app it launched in 2021 with an all-new app called Desperados Dance Club. While the previously launched app was created to help people convert their dance moves into donations to support nightclubs impacted by the pandemic, the new app is designed to reward users as long as they keep dancing.
The app, now available across the UK, Europe and Africa, will be updated with new incentives on a monthly basis and users who accumulate 500 dance steps can unlock a playlist of “guilty pleasure” tunes, including tracks like ABBA’s Dancing Queen.
Ultimately, the aim of this initiative is to use the mood-boosting power of dance to connect with Gen Z.
The app, now available across the UK, Europe and Africa, will be updated with new incentives on a monthly basis and users who accumulate 500 dance steps can unlock a playlist of “guilty pleasure” tunes, including tracks like ABBA’s Dancing Queen.
Ultimately, the aim of this initiative is to use the mood-boosting power of dance to connect with Gen Z.
Trend Themes
1. Interactive Dance Apps - The Desperados Dance Club app is part of a growing trend of interactive dance apps that engage users through rewards and incentives.
2. Gamification of Dance - Desperados Dance Club taps into the trend of gamifying dance by offering rewards to users who accumulate a certain number of dance steps.
3. Connecting with Gen Z - The Desperados Dance Club app recognizes the importance of connecting with Gen Z and leverages dance as a means to engage and resonate with this demographic.
Industry Implications
1. Alcohol & Beverage - Desperados Dance Club is an innovative marketing strategy by a Heineken brand that aims to engage consumers and promote its products through a dance-based app.
2. Music Streaming - The Desperados Dance Club app offers users the opportunity to unlock and listen to curated playlists, reflecting the growing intersection between dance, music, and streaming platforms.
3. Fitness & Wellness - The Desperados Dance Club app capitalizes on the trend of using movement and dance as a means to promote physical and mental well-being, appealing to the fitness and wellness industry.
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