| COAST TO COAST 11.26.08 11:22 AM |
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Dos Equis Translates Popular Ad Campaign Into Traveling Sideshow
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 | "The Most Interesting Show in the World"
Photo: David Ditzler |
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FROM NEW YORK
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.
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Dos Equis, Heineken |
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| EVENT REPORT 06.16.08 2:59 PM |
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Gift Suites Fill the Gladstone for Rockstar Hotel Promotion
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Artists in town for the 19th annual MuchMusic Video Awards filled gift bags with products from brands like Puma, Fido, and Zune on Saturday at the fourth installment of Rockstar Hotel, produced by District Lifestyle Marketing. The event—launched at the Juno Awards in Saskatoon in 2007 and held at Calgary's Junos again this year—made its second MMVA appearance at the Gladstone Hotel on the eve of the award show.
"It's a total takeover. We've got it top to bottom this year," John Price, director of brand partnerships for Y Syndicate (DLM's parent company), said of the hotel. "Last year we got around to securing the venue a little bit late, so there were some folks who had booked rooms. There was one couple on their honeymoon. To their surprise, they found themselves partying with Maroon 5." This year, the Gladstone's main floor housed performance spaces, the second-floor rooms held the gift suites, and the third floor included a number of artist rooms where visiting celebrities could go to get away from the 700 invited guests. "It's very much that type of person who lives, works, and plays downtown," Price said of the guest list. "It is a closed list, so you do have to be in the know to receive an invite."
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RELATED TOPICS
MuchMusic Video Awards, Puma, Fido, Zune, Fuze Beverages, Heineken, Xbox 360, Dose.ca, E! Entertainment, Exclaim!, Resource Integrated |
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| EVENT REPORT 04.28.08 4:02 PM |
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New Slate of Coachella Party Hosts Increases Nighttime Offerings
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 | Anthem magazine's Coachella pool party
Photo: BizBash |
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FROM INDIO, CALIF. Since the Coachella Valley Music and Arts Festival, which wrapped yesterday after a three-day run at the Empire Polo Field in Indio, dependably reinvents itself every year, it's perhaps not a surprise that the brands that host piggybacking parties in the desert also change and evolve.
DKNY Jeans, which set up a multiday pool party at a luxury home last year, sat out this year's go round, as did Hugo Boss. "It's just hard to find the right house very close to the fields," said Hugo Boss Fashions' New York-based vice president of marketing and PR, Katja Douedari, who oversaw Boss's event series in 2007. "Loved the Mod Resort last year, but it's a long drive. And if you can't do it right, then better not do it all." (Nevertheless, Douedari made the trip out to the desert for some non-work-related fun.)
So what brands did have the strongest presence in 2008?
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Coachella, GQ, Anthem Magazine, Gap, Etnies, T-Mobile, Sidekick, Condé Nast, Heineken, Newcastle, Belvedere Vodka, The Fader, Boost Mobile, Le Sportsac, Levi's, Wet n Wild, Adidas, Jeremy Scott |
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