Rave To Save
Read the story- Brand
- Desperados
- Year
- 2021
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Music & Rhythm
- Platform
- App
- Agency
- We Are Pi
Objective
Desperados wanted to stand by European nightclubs left without income during COVID lockdowns, turning fan participation into cash for staff wages and rent while positioning the brand as a genuine part of club culture rather than an outside sponsor. It also reinforced Desperados' reputation for backing unconventional formats. By 2022 the goal shifted toward diversity, with the brand committing to lineups where 60% of artists are women or LGBTQ+, in response to its own research showing 65% of people wanted a more inclusive party scene.
Solution
Inside the free, age-gated app, the player picks an upcoming party from the schedule and hits play on a live DJ set streamed on Beatport's Facebook or YouTube channel. From there the phone goes in a pocket and the player just dances — the app tracks steps in the background and converts them into money for the club in real time, shown right on screen at a published rate (later set at €1 per 100 steps). A donate button sits next to the counter for anyone who wants to give directly, with Desperados matching contributions up to €30,000 per event. At the 2022 live parties the same step count powers a wearable LED bracelet that changes color as the player keeps dancing, unlocking rewards — a free Desperados, a VIP upgrade, backstage access — that get redeemed at the bar with a QR or barcode scan, while the room's combined total can trigger a confetti drop or an extra set.
Results
Over 5 million dance steps and more than €55,000 raised across the first four virtual parties, including almost 4 million steps and €30,000 in a single weekend. Across the full campaign, the app tracked 13+ million steps and more than €135,000 in donations, with an average session of 8 minutes per user; total funds raised reached €137,312.65 for charities including Women in Music and Stonewall.
- 1
Players download the free Rave to Save app from the App Store or Google Play; entry is gated to the legal drinking age.
- 2
Inside the app, players browse a schedule of upcoming virtual parties, each listing the supporting club and the DJs playing.
- 3
At the scheduled time, players tune into the DJ set on Beatport's Facebook or YouTube channel, put the phone in a pocket, and dance at home while the phone's pedometer tracks movement in the background; the step count on screen converts to donations for that event's club at a set rate, which later improves from €1 per 1,000 steps to €1 per 100 steps.
- 4
Players can also make a direct cash donation in the app, and the brand matches funds raised at each event up to €30,000.
- 5
Donations are earmarked to a named club and go toward staff wages and rent, so players see exactly where their contribution lands.
- 6
In the app's second phase, players attend a live party in person and receive an LED wristband at entry.
- 7
Dancing at the event unlocks individual rewards such as a free drink, VIP upgrade, or backstage access, while the whole crowd's combined dancing triggers shared moments like confetti drops and surprise performances.
- 8
Players redeem an unlocked reward through the app via a bar charge, QR voucher, or barcode.
- 9
Alongside personal rewards, the same danced steps feed a running charitable total, converting at €1 per 100 steps into donations for organizations promoting inclusivity on the dance floor.
