This Desperados x Mount Kimbie Brand Activation Celebrates Sound
Jana Pijak — March 17, 2017 — Marketing
References: desperados & youtube
'Train Trax' is the name of Desperados' new immersive campaign that was created in partnership with electronic music group Mount Kimbie. Transforming a train car into an immersive instrument, this Desperados x Mount Kimbie collaboration illustrates the alcohol brand's dedication to creating bold and experimental musical experiences. This particular experience is the newest addition to Desperados' ‘Release your Inner Tequila’ marketing campaign and follows memorable events like 'Bass Drop,' a zero-gravity dance party and music festival.
Launched in Warsaw, Train Trax featured an audience of music lovers from across the globe and was a high-tech experience, fusing sound with movement. To make this moving train experience a reality, "external RFID sensors were placed at specific points on the train track, so when the train passed them, a sensor onboard converted the signals into musical notes, which the band integrated live into the music."
Additionally, the trains speed would affect the beat of the music played inside, allowing for a unique production method, and ultimately allowing Mount Kimbie to remix a recording of their new single Synthi.
Launched in Warsaw, Train Trax featured an audience of music lovers from across the globe and was a high-tech experience, fusing sound with movement. To make this moving train experience a reality, "external RFID sensors were placed at specific points on the train track, so when the train passed them, a sensor onboard converted the signals into musical notes, which the band integrated live into the music."
Additionally, the trains speed would affect the beat of the music played inside, allowing for a unique production method, and ultimately allowing Mount Kimbie to remix a recording of their new single Synthi.
Trend Themes
1. Immersive Experiences - Creating immersive experiences that fuse different forms of art and technology, such as transforming a train car into an interactive musical instrument.
2. Brand Partnerships - Collaborating with electronic music groups and artists to create unique and bold marketing campaigns that engage the target audience.
3. Incorporating Sensor Technology - Using RFID sensors placed on train tracks to convert movement into musical notes, presenting an opportunity to integrate technology and music in innovative ways.
Industry Implications
1. Alcohol - The alcohol industry can explore immersive brand activations and collaborations with musicians to create memorable and experiential marketing campaigns.
2. Music and Entertainment - Music and entertainment industries can leverage sensor technology to create interactive performances and music experiences that engage audiences in new and exciting ways.
3. Technology - The tech industry can develop and implement sensor technology that transforms physical movement into digital experiences, opening up possibilities for creative applications in various fields.
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