The drive, Release Your Inner Tequila, will include a number of activations the brand said would "celebrate those that reject the ordinary and show their daring side".
The first stage, called House Party Plugged, sees the brand partner with UK producer Riton and techno street drummer Dario Rossi to create a house party in which ordinary objects - including Desperados bottles - are wired to become electronic musical instruments. These are used by the partygoers to rework Riton song Rinse And Repeat.
Along with the main film, background footage from the party has been used to create a series of short videos and gifs designed for sharing on social. House Party Plugged will be followed later this year by further instalments.
"Over twenty years ago, Heineken rewrote the beer category rules by brewing a beer with a unique tequila flavour," said Desperados global brand director Anna Bizon.
"Desperados has been pushing the boundaries ever since. With House Party Plugged, the first instalment of our ‘Release Your Inner Tequila’ campaign, we’ve kept this attitude alive and are celebrating the unconventional spirits who dare to do things differently."
Release Your Inner Tequila is the work of Amsterdam agency We Are Pi, which was appointed to the global Desperados account last November, after Heineken parted ways with Wieden & Kennedy.
Last year Heineken took the ‘spirit beer’ approach to cider by , a range of fruit and spirit flavoured ciders including the likes of Bourbon and Blueberry. Heineken’s then UK marketing chief Jacco van der Linden told Marketing that the product was aimed to appeal to young digital natives who "don't follow the crowd".
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