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News Archive for Dos Equis
COAST TO COAST   11.26.08 11:22 AM
Dos Equis Translates Popular Ad Campaign Into Traveling Sideshow
"The Most Interesting Show in the World"
Photo: David Ditzler
For most brands, mobile marketing efforts don’t typically involve circus-like attractions, but beer promotions leave generous room for whimsy, so that’s exactly what Dos Equis did earlier this fall when it kicked off “The Most Interesting Show in the World” tour. A night of comedy, dance, feats of strength, and illusions, the show re-imagined vaudeville for capacity crowds in 14 markets. The effort kicked off in San Diego in October and concludes in Philadelphia next month.

The Heineken USA-owned beer turned to experiential marketing agency Mirrorball to translate its “The Most Interesting Man in the World” campaign—a series of ads about an individual dispensing sage advice to curious beer-drinkers—from a character to an event. Mirrorball developed the idea of creating a showcase for the types of performers this man had come across in his imaginary travels and enlisted New York-based Randy Weiner, creator of "The Donkey Show" and managing partner at New York City performance venue The Box, to write and produce the show. MORE >>

RELATED TOPICS Dos Equis, Heineken
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