Most Interesting Man in the World
| client/brand: | Dos Equis |
| target audience: | Men 21–35 |
Consumer Activation Target
First Jobbers, Pack Animals
Challenge
Following up on the national launch of the advertising support for “The Most Interesting Man” communication platform, the serial adventures of a fictional character who is worldly, witty and truly “out of the ordinary”, Dos Equis was ready to invite consumers to become involved in the world of the Most Interesting Man.
Solution
Alcone launched the Most Interesting Man in the World’s “Assistant Search,” inviting consumers to "apply for the job." Following a “Celebration of the Life of Steve” (the no longer with us personal assistant) on the streets of Austin, consumers were recruited by Intriguing Recruitment LLC to apply for the job. Across bars, clubs, restaurants and the web, consumers submitted their dossiers in pursuit of a more interesting life. Interesting panelists, gurus and tribal elders along with consumers, select finalists and eventually the winner. The Most Interesting Show in the World with live performances of the exotic and interesting travelled the US in top markets while custom branded programming on MOJO HDTV showcased the search nationally in six half-hour shows.
Results
The Assistant Search has driven hundreds of millions of media impressions and sales increases up to 25% in markets with live activation.
