Dos Equis wanted to raise awareness and intrigue around the brand in select growth markets.
Mirrorball produced a series of Full Moon themed happenings entitled Luna Rising. On every level, the entire experience was designed to break the mold of what consumers have come to expect from a branded event. To RSVP, consumers needed to call a mysterious phone number and were given a rendezvous location where they met their guide & were led to a hidden warehouse door, usually tucked down a dark side-street. Once inside, the immersive experience was all-encompassing, complete with actors in extravagant costumes leading guests away from their companions & into a surreal alternative world which included hidden rooms & engagements, mood-altering music, beer cocktails, creative projections & lighting design. The outside world felt a healthy dose of FOMO as they peered in on the experience through Social Media.
Over 7,000 samples were distributed and 2 million social media impressions were made across platforms, giving wings to Perrier’s amplification for months after the program was complete.