How Desperados is Lifting ‘Consumer Mood’ with Dance-Powered App 'Dance Club'

In response to the prevailing economic challenges impacting consumer confidence, leading beer brand Desperados has released a new and improved dance-powered app Dance Club, with brand new functionality - enabling partygoers to dance from anywhere at any time, earn rewards and raise cash for charity.

Backed by recent research from the beer with Latin spirit brand which indicates the positive impact of dancing on mood and well-being, the updated app aims to elevate consumer spirit while offering an unparalleled customer experience. The campaign, in partnership with innovation consultancy WE ARE Pi and experiential agency Jack Morton  reveals that dancing is a great way to release endorphins, lift consumer spirit and help people ‘let loose’.

A significant 82% of respondents revealed that engaging in daily dancing helps them unwind and alleviate stress from their daily lives. This revelation underscores the power of dance as a natural mood booster, especially during a time when consumer mood is on the decline due to global instability, financial constraints and the challenges of modern life, all of which have led to increased feelings of isolation and depression.

The app has proven to be an effective tool in fostering brand loyalty among customers. Particularly, generation z, a demographic known for valuing authentic brand experiences and non-monetary rewards, has been highly receptive to this interactive approach.

Beyond enriching the party scene, Dance Club also stands for a greater cause. Each dance step taken on the app raises funds for charities that champion inclusivity, such as Stonewall and Women in Music, in a bid to make dance floors across the globe a safer and more accessible space for all.

The new experiential platform follows Desperados’ previous Rave to Save initiative - a campaign that saw partygoers tune into a series of innovative parties to dance and raise cash for charity, which raised €165k in total for Stonewall and Women in Music. This year, the brand has committed to bigger and better, aiming to create a more welcoming and accepting dancefloor environment for all. These contributions are attracting gen z, a generation particularly sensitive to brand experiences and 'money can’t buy' rewards.

Rutger van der Stegen, global head of Desperados said, “For three years, we’ve been able to support important causes close to our hearts thanks to our app Dance Club. Through this initiative, we strive to bring people together, celebrate life and create memorable experiences while making positive impacts on the world.”

Caroline Wurfbain, client services director, Jack Morton Worldwide (London) said, “Jack Morton is proud to be a part of the team developing the Desperados Dance Club platform. With inclusivity at the heart of the idea, we’ve produced a new, dance driven, fundraising platform that empowers and rewards the global party scene, uniting an audience in a common cause. With its pedometer-based functionality that captures dance data by counting each raver's steps and translating it into rewards or donations to inclusive charities, fun meets purpose.”

Rick Chant, co-founder of WE ARE PI said, “Desperados Dance Club developed the app  by gamifying the dance floor. It’s a brand experience that hacks the technology already in everyone’s pocket and rewards participation with the things Desperados fans love. Whether you’re dancing for free beer, free tickets or to raise cash for causes close to your heart Desperados Dance Club unifies the party scene, brings people together and help everyone unlock the unusual.”

The app, produced by Robot Kittens, launches with an epic high energy, fast paced promo film directed by Henri + Diego through 1stAveMachine.

Desperados Dance Club is now available to download via App Store and Google Play.