A national tour that was part food festival, part daredevil spectacle became the hot ticket in town.
Mexican beer brand Dos Equis enjoys a well-established association with Cinco de Mayo. Mirrorball leveraged that association and the explosive popularity of mobile food trucks in Feast of the Brave. Experiential and social strategy culminated into a six-city tour, engaging thousands of consumers in a daring culinary adventure that ventured well beyond the traditional taco and margarita.
Feast of the Brave delivered an unconventional engagement to its target audience—male trendsetters ages 21 to 34—who thrive on collecting stories and experiences as part of their social currency. The campaign created an emotional narrative that took attendees on a wild ride that they will never forget, whetting their appetites for the bold and unusual and encouraging sharing and brand engagement on social media.