Desperados YouTube Channel Campaign

French advertising agency  Dufresne Corrigan Scarlett created a great campaign for Desperados which is a beer brand from Heineken sold in 40 markets. The campaign brings a holistic approach to advertising, connecting TV advertising with online and even social media.

44 second cinema version of the ad is not really that special although it connects the product with “Party People” which is the target segment of almost every alcoholic beverage in the market. But the campaign really hits the spot with the online in branded Desperados YouTube channel.

The campaign starts in front of  a noisy party’s entrance. Users are cleverly asked to give some profile information for age verification, location and gender of interest for customization of experience.

Imitation of  native YouTube design with a custom Flash widget has already been used in the past by famous Tipp-Ex campaign. However this campaign utilizes Facebook API to deliver a more social experience.

If users choose to connect their Facebook account with the campaign’s Facebook application, their friends’ photos are displayed inside the video. Although this procedure interrupts the user experience too early (9th second) and takes a long time (risking decrease in attention further sections of the video), it brings user engagement to a new level, by using YouTube’s interface elements for interactivity.

The campaign also leverages virality in an original way by embedding user’s Facebook profile photo to a “tattoo on a stranger in the party” and giving the option to share this photo with Facebook friends.

Congratulations to Heineken for investing in this social media campaign which is an excellent follow through to their TV commercial.