WHITE PLAINS, NY: Heineken's Dos Equis beer brand is building on its earlier ‘Most Interesting Man in the World' integrated campaign with the launch of the “Most Interesting Academy” this week.
The Academy is comprised of seven online courses on topics like "Survival in the Modern Era" and "Circumnavigating the Globe," all of which provide participants with tips and suggestions for living a more interesting life. The courses will be launched online in two- to three-week increments throughout the summer.
“The Academy is really just an extension of the brand's proposition as a premier beer for those who want to live a more interesting life,” said Paul Smailes, Heineken's brand director for Dos Equis. “We really see it as kind of a destination and experience where consumers can interact and become more personally acquainted with the brand, and develop a sort of relationship with the brand.”
Six satellite events will support the courses. Popular outdoor adventurers Bear Grylls and Chris Fischer will lead some of the events, Smailes added.
“We wanted to find our distinguished instructors that would be an appeal for the Dos Equis target consumer and then also really represent somebody who really brings forth the notion of interesting,” said Heather Krug, EVP, Rogers & Cowan, which assisted on the PR elements of the campaign.
The Academy will also involve online challenges and quizzes, and stunts by course instructors. Consumers can gain points by taking quizzes after each course, along with a ‘final inquisition' quiz. Those who garner the most points have the opportunity to serve as brand ambassadors at Dos Equis events.
The PR efforts will be accompanied by a national advertising campaign created by Euro RSCG Worldwide.