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Dos Equis

LUNA RISING

Immersive Theater Tour

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.

Category
Branding
Collateral Design
Creative Direction
Experiential Design
Motion Graphics
Spatial Design
Immersive Theater
Credit
Mirrorball