Starting in San Francisco on October 20, the tour "offers consumers an opportunity to interact with our brand's proposition and deepen their relationship with the brand," said Paul Smailes, brand director for Dos Equis. Running through November 19, Dos Equis' tour will visit cities including Los Angeles, Denver, Houston, Chicago, and New York, all key markets for the brand.
The "Most Interesting Show in the World" tour is in its second year and added more performers and stops to the show. Working with its PR AOR Rogers & Cowan, Dos Equis is using national and local media outreach, as well as Facebook, to spread the word.
"We're reaching out also to local radio stations, nightlife bloggers, local entertainers and promoters, and we'll also be securing some morning shows," Smailes said. As for social media, the brand is focusing on Facebook, where Dos Equis' fans increased to more than 170,000 this year.
"We found that's been the most successful social media instrument to leverage and there is a great response and level of activity that our consumers have on there," Smailes said. "We've stuck with it."
Dos Equis is also working with experiential agency Mirrorball to develop and execute the events, and advertising agency Euro RSCG New York for online advertising and social media.
"We're leveraging the tour to create consumer buzz and also attendance to the show," Smailes said. "It's another experience and marketing vehicle to promote the 'Interesting' platform of the brand."