Since its launch in 2007, the “Most Interesting Man in the World” has become a defining campaign for Dos Equis. So much so that the Mexican beer, a subsidiary of ubiquitous brand Heineken, has a strong identity all its own. The unique idea, which revolves around a bearded, but debonair, spokesperson, has not only spawned commercials, radio spots, and digital efforts, but also shaped the brand’s unusual events.
Serving as a consumer club of sorts, the “Most Interesting Academy” combines online outreach initiatives with in-person gatherings. One example was the “Most Interesting Masquerade” in November at New York’s Masonic Hall, produced by Mirrorball.
Inside the transformed venue, more than 2,000 masked and costumed guests spent the evening ambling through an experiential maze that included stops at a nightclub-like masquerade ball, a rug-thrown Middle Eastern palace, and a tribal dance floor guarded by grass-skirted hostesses. The most interesting man—actor Jonathan Goldsmith—made an appearance.
Dos Equis has also successfully mixed digital promotions with live activations, like the 2010 “Most Interesting Cargo Hunt,” in which a virtual search for lost artifacts could translate into physical prizes. A corresponding face-to-face event took place at New York’s Hudson Hotel. The night, also produced by Mirrorball, centered on an obstacle course that had participants scaling rock walls and running through a pit of quicksand. The winner got a trip to Mexico and a chance to act as a photojournalist for the campaign. Further live promotions for the cargo hunt included pop-up lounges in several cities and an activation at an M.I.A. concert on New York’s Governors Island.
Such eye-catching experiential events have elevated the brand’s profile among consumers. Once considered an under-the-radar beer and sold mostly in Texas and California, Dos Equis is now the sixth largest imported beer in the country. The brand gained 15.4 percent in U.S. shipments last year, which represents a much larger growth percentage than the 2.7 average percent for competing imports.