Mirrorball has helped Dos Equis become an industry leader in experiential programming over the past decade, consistently pushing the boundaries of events and activations through highly emotional consumer engagements. The Dos Equis Coveted Collection tour was no different.
In 2016 The Most Interesting Man in the World went on a permanent “Mission to Mars”, leaving behind his entire Coveted Collection of story-worthy collectibles. Inspired by over-the-top TV auctions, Mirrorball concepted and produced a theatrical live auction, the ultimate opportunity to bid on these rare and unique items.
A complete immersive, theatrical event, the auction of the Coveted Collection nationally toured in five markets, and each event saw over 40 items create a bidding frenzy amongst consumers. Some of these items included The Most Interesting Man's vintage diving helmet, his original red velvet smoking jacket, and even a marble bust of the man himself.