Dos Equis

From Summer Promotion to Integrated Platform

Dos Equis wanted ideas for a new Summer promotion. They year before, they searched for an assistant to their iconic Most Interesting Man in the World. 

But why search for just one interesting individual when you can use the power of the Internet and social media to create millions more interesting people all over America?

The Most Interesting Academy

The Most Interesting Academy features an eight-class online curriculum, webisodes from expert instructors like Man vs. Wild star Bear Grylls, and traveling exhibitions in cities all across America. The Academy helped thousands upon thousands of scholars achieve a higher state of interestingness, keeping them engaged all Summer long. 

Most importantly, it contributed to double-digit year-over-year sales growth in a very tough category.

Platform concept developed for a pitch. Produced by G2 and Euro RSCG

An Interesting Exhibition

The Most Interesting Academy stopped in New York and many other cities across America. The Traveling Academy events were so popular that most had to be shut down early by the local authorities.

Invitation

Academy Experience

Party's Over

A few words from BrandFreak's Elaine Wong:

Soak up the knowledge at Dos Equis' Most Interesting Academy

Posted on Tuesday, Jun 2, 2009

 

Looking to save big bucks on summer college courses? If you're over 21, you might consider enrolling in The Most Interesting Academy from Dos Equis. The interactive Web site, created by Euro RSCG, plays off the beer brand's "Most Interesting Man in the World" ads, which went national earlier this year. Here, knowledge seekers can learn everything from "Circumnavigating the Globe" (just remember, the first man who tried to do so died), "The Art of the Bluff" and "Survival in the Modern Era." (Does that come with a crash course in how to survive a recession?) The first two courses are live right now, with more rolling out over the summer. Completion of the program earns one the distinction of "Academy Apprenticeship," where you get some one-on-one training and the privilege of serving as brand ambassador at Dos Equis events. Hey, do we get a free beer with that?

 

— Elaine Wong, BrandFreak