Dos Equis struck gold with their “Most Interesting Man” campaign. His one-liners are as popular as the Chuck Norris Facts. Pop culture has embraced this fictional character and consumers immortalize him on Halloween by donning replica costumes.  The campaign defied all the typical beer marketing tactics. Seth Stevenson does a phenomenal job of highlighting notable differences here.

Building on this campaign and their current sales momentum, Dos Equis has created the “League of the most Interesting.” Described on Dos Equis’ website, The League consists of unconventional challenges that test a persons’ Vitality, Dedication, Intellect, Charisma, Accuracy, Nerve and Synchronicity. The Most Interesting Man is needing to replace members of his Exemplar team that “fall on the field of battle, which is occasionally the north face Kikimanjaro.” Enjoy this example video:

Dos Equis brand manger Paul Smailes explains: “Dos Equis consumers like to experience life in a more robust way.”  “Summertime is the perfect time for them to seek out new adventures and for sharing these adventures with friends over a cold Dos Equis. The Most Interesting Man in the World has come through again with a winning combination of excitement, adventure and camaraderie. The League of the Most Interesting program is a win for consumers and the trade alike. It challenges consumers to engage with Dos Equis in exciting and unconventional ways and provides … a unique platform to drive … summer sales of Dos Equis.”

2 methods of entry are linking your facebook account or filling out a generic registration form, both of which are a click away. Once completed consumers earn points by winning challenges (Compete against another registered user) and collecting bonus medals (Style and how you play the game couts.) In the end, 7 Exemplars will have eared their new title along with a trip to Mexico where the man himself will treat winners with congratulations, some of the most interesting sporting spectacles and good clean celebrations.

The brand has created a program that reaches the consumers at multiple touch points. Grocery stores displays will be merchandise accordingly, on premise brand ambassadors will be sampling (where legal) and lastly the brand has implemented social media marketing that demonstrates a hook and hold strategy. Dos Equis sales have enjoyed the fruits of labor from their unconventional, exciting and memorable marketing. My friends, Dos Equis remains thirsty for more!