This Desperados x Mount Kimbie Brand Activation Celebrates Sound

By: Jana Pijak - Mar 17, 2017
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.