Desperados, the tequila-flavoured beer owned by Heineken France, is backing its sponsorship of UK snow sports and music festival Freeze 2009 with an integrated campaign developed by marketing communications agency, Space.

The campaign will include experiential, promotional, advertising and online activity.

The 20,000 subscribers on the Desperados database will receive an HTML email to drive them to the Freeze page on the Desperados website, where they will have the opportunity to win pairs of VIP tickets to the event.

At Freeze, there will be a Desperados double-tier bar at the heart of the festival site where festival goers can sample and buy Desperados while watching performances from bands including urban beatboxers Duke and eight-piece drumming band, Bass Tone Slap.

Freeze is being run at London’s Battersea Power Station from October 30 to November 1, 2009.

Desperados’ involvement at Freeze follows on from the success of their sponsorship at the Relentless Boardmasters surf, skate and music festival at Newquay in August.