Dos Equis
Dos Equis wanted ideas for a new summer promotion. The year before they looked for an assistant to their Most Interesting Man in the World. But why find just one interesting person when the internet and social media can make millions coast to coast?
The Most Interesting Academy featured 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 of students become more interesting and stay engaged all summer. Most importantly, it drove double-digit year-over-year sales growth in a tough market.
Platform concept developed for a pitch. Produced by G2, Havas Euro RSCG, and Mirrorball.
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 almost all of them had to be shut down early by the local authorities.
Press
Soak up the knowledge at Dos Equis' Most Interesting Academy
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
Bear Grylls eats rat, wears a tux, and answers your questions
Wanted: Your questions for Bear Grylls. Why: We’re sitting down with the Man vs. Wild host tomorrow when he’s in town to promote his role as a Distinguished Instructor at Dos Equis’ Most Interesting Academy, “the world’s premier institution for the education anddissemination on the study of being interesting” or, as I like to call it, “one hell of a marketing campaign.” Grylls’ online course, “Survival in the Modern Era”, went live today. The five-part tongue-in-cheek web series teaches urbanites valuable skills in commuting, ensuring personal safety, eating (rat? with mint apparently), overcoming obstacles, and making an entrance. It features a theme song that is half Mission: Impossible and half Priceline (Ne-go-ti-a-tor!), and is guaranteed to delight fans of hearing the word “heli.” I think my favorite is “Making an Entrance”: We get a butt shot, some of the best impromptu high bar work since Kurt Thomas in Gymkata, and Bear donning the tux that, in my dreams, he’s wearing for our 9:30 a.m. chat.
— Mandy Bierly, Entertainment Weekly
Survival star joins Dos Equis “Academy”
TV survival star Bear Grylls is joining Dos Equis' online "Most Interesting Academy" as an instructor on urban survival techniques.
Grylls -- adventurer, expedition leader, former British Special Forces member and host of the "Man Vs. Wild" TV series -- will appear in a five-part Web series on the beer brand's Academy site (mostinterestingacademy.com) starting on Thursday.
Also on Thursday, Grylls will do a stunt on an as-yet-unrevealed national television show, and perform a "unique demonstration" at the Academy's first satellite event, to be held at New York's Broad Street Ballroom.
Launched last month and being supported by an integrated campaign, the Academy builds on the brand equity of the beer's two-year-old, tongue-in-cheek "Most Interesting Man" spokescharacter. The concept: Offering registrants advice on how to lead a more interesting life through online "coursework," including challenges and live satellite events.
The Academy extension "is a destination and experience where consumers can interact and become more personally acquainted with our proposition and deepen their relationship with the brand," VP Marketing Kheri Tillman tells Marketing Daily.
Grylls' "Survival in the Modern Era" course will instruct students on demonstrating flair while dealing with fast-paced commuting, personal safety, eating in a pinch and making an entrance.
Grylls did his own stunts for the videos to demonstrate how to navigate city hazards (escaping from a fire, fighting off attackers, running on rooftops and climbing through air ducts) while trying to make it to a party.
Courses already on the site cover circumnavigating the globe, the art of the bluff, command of the animal kingdom, culinary explorations, the eclectic arts and rites of passage.
Students who navigate all seven courses and complete a "Final Inquisition" will be eligible for an Academy "apprenticeship." Apprentices receive one-on-one instruction from the instructors and are deemed qualified to serve as brand ambassadors at select Dos Equis events.
More Academy satellite events based out of Austin, Texas; Atlanta, Chicago and San Diego., Calif. are planned during the summer.