Inside the historic Masonic Hall, home of the New York Freemasons, Dos Equis created what it called the Most Interesting Academy, an experiential space filled with curios and experiences as an extension of its long-running ad campaign for the Most Interesting Man in the World. In the main space, performances included Andrew W.K. on an organ and DJ Diplo.
Photo: Courtesy of Mirrorball
Some 2,000 guests attended the Masquerade event, where staffers in various costumes and masks helped set the scene.
Photo: Courtesy of Mirrorball
Masonic Hall became an academy of sorts, with different areas housing specific "departments." With the help of cryptozoology consultant Loren Coleman—a man who studies the pseudoscience of mythical creatures—one section was devoted to elusive monsters, including the yeti.
Photo: Courtesy of Mirrorball
On another floor, Craig Tracy showcased the art of body painting, drawing half a lion's face on the sides of two models. When the models sat back to back, the full face of the lion was visible and formed the backdrop of a photo op.
Photo: Courtesy of Mirrorball
Entomologist Gene Rurka helped Dos Equis curate a selection of edible bugs that were incorporated into hors d'oeuvres.
Photo: Courtesy of Mirrorball
Beside a DJ station, living statues sat atop pedestals surrounded by candles.
Photo: Courtesy of Mirrorball
The masquerade also referenced exotic destinations to build on the story behind the mysterious character in Dos Equis' ad campaign. This included a performance by belly dancers.
Photo: Courtesy of Mirrorball
According to Ryan Thompson, the senior brand director for Dos Equis, the event was a big hit with its target audience of 21- to 34-year-old men, with mentions and photos on Facebook, Instagram, and Twitter. Elements like the bug buffet, bizarre objects, unusual entertainment, and an appearance by the Most Interesting Man in the World prompted social media posts like, "This Dos Equis event is sort of blowing my mind right now," and "Just met the most interesting man in the world...it was, the most interesting night in the world."
Photo: Courtesy of Mirrorball
Bonnaroo Music & Arts Festival
More than 80,000 music lovers gathered at the Bonnaroo Music & Arts Festival on a 700-acre farm in Manchester, Tennessee, from June 13 to 17. The Pageant of the Cosmos offered carnival games with an Adult Swim–inspired twist. For "Balloonicorn in Space," participants donned a unicorn hat and had to pop as many ceiling balloons as they could.
Photo: Nadia Chaudhury/BizBash
Guests were invited to peer through slots to view live performances in a mirrored space dubbed the "infinity room."
Photo: WireImage
At an experience called "Dinner for One," a blindfolded guest would sample various exotic delicacies such as armadillo, emu, or sea urchin. A brand ambassador held up large cards in boxing-ring fashion that described the course as the volunteer ate it.
Photo: Courtesy of Dos Equis
