Dos Equis

Most Interesting Academy

On behalf of our client, Dos Equis, we introduced “The Most Interesting Academy” (MIA) – the world's premier institution dedicated to the pursuit of "Being Interesting".  Through MIA, consumers increased their "interestingness" by taking part in interactive demonstrations of awe-inspiring skills and eclectic knowledge.  MIA came to life through multiple marketing disciplines, giving consumers a variety of opportunities to interact with the brand. 

Grand Benefactor and Distinguished Emeritus, was of course, The Most Interesting Man in the World.

The Academy came to the real world via spectacular one-day events in key sales markets – bringing the full experience to consumers.  Museums, Schools, Castles, even NYC’s historic Freemason Building, were taken over as temporary MIA Campuses in NYC, Austin, Chicago, San Diego, and Atlanta. 

Attendees participated in courses like:

• Falconry - with live birds of prey

• Ninja Arts - featuring the world record-holding cement block breakers

• Didgeridoo Drum Circles - led by drummers from New Guinea

• Body Flying - powered by a vertical turboprop plane engine 

• Exotic reptiles handling

• Brick Breaking - learn directly from the US brick-breaking team

• Olympic Ping Pong - with the Chinese Ping Pong team

• Tesla Endurance - with 20,000 volts of electricity

Led by celebrity drummer, Questlove, of The Roots, The MIA Marching Band kicked off the inaugural Academy event in NY.  Later, participants visited the MIA barbershop offering interesting "hair art" and then got a taste of "edible entomology."  prepared by Andrew Zimmern. The menu included a fare of kangaroo, python, rattlesnake, and venomous insects. 

MIA quickly became the hottest ticket in town.  “Guest of a Guest” said “Dos Equis’ Most Interesting Academy just outdid the famed Diesel XXX party”.