Dos Equis has one of the best marketing campaigns, championed by The Most Interesting Man In The World. Appearing somewhat like a Latin Sean Connery, the smooth operator tells us that he does not normally drink beer, but when he does, he drinks Dos Equis. He also is the man who can speak Russian in French, had an awkward moment once just to see how it felt, and he reminds us to “stay thirsty”. Continuing the Most Interesting theme, Dos Equis has launched the Most Interesting Academy, which brings The Most Interesting Man to Life, and teaches us his ways in a variety of cateogries. The Academy came to Chicago last week and took over the Museum of Science & Industry. RubyHornet had an all access pass to review the night, which included live music from Flosstradamus, White Shadow, and DJ Z-Trip, as well as an appearance from the Travel Channel’s Andrew Zimmern. Check out our take, as well as Virgil Solis’ photos below.
I’ve been impressed with Sprite Green’s events throughout the year, and have used some of them as a model to evaluate other such fusions of marketing and entertainment. Dos Equis definitely took the top prize, as their Most Interesting Academy was one of the best events I’ve been to in a long time. The atmosphere at the Museum was electric, and their displays were somewhat stunning. I wasn’t sure exactly what to expect, but I certainly didn’t expect all that. In-door and out-door activities and stations made navigating everything very easy, and they also made the great decision to have multiple food and beverage stations, meaning there was never a line to grab a cold Dos Equis, or some good food.
The Most Interesting Man In The World is nothing if not learned in art, fashion, and culture. The Most Interesting Academy stuck to this theme and gave participants crash courses in foods of the world, art, and birds of prey. They also featured a sky-diving simulator, pop-up barbershop, tattoo parlor, and demonstration by the USA Breaking Crew (breaking as in martial arts breaking stuff, not b-boying fare).
DJ Z-Trip gave everyone an education in music blending Fat Joe with Phil Collins, Michael Jackson with The Handsome Boy Modeling School, and more, while Andrew Zimmern, the host of Bizarre Foods talked about his travels, and how the bizzare and interesting go hand in hand. He spoke to RH saying,
“The bizarre and most interesting overlap completely. I wanted to do travel and entertainment, and show people what life is like in other cultures…the fringes. We’re all familiar with the center of the plate, the bullseyes, but the fringes are what is riveting, the neighborhoods, and the people I’m eating with. What’s weird to one person is normal to another.
Dos Equis asked me to take part in this event. I was talking with the people who put it on, and they said they asked other celebriteis and everyone said yes cause it was all people that live on their own brands. When the cameras don’t roll I do the same thing. Dos Equis celebrates that. It’s not just a line, it’s all about opening people’s eyes to the world…we’re all bored with just chicken breast.”
For more info, or to sign up you can visit the Most Interesting Academ online right here.
