Dos Equis
THE MOST INTERESTING MAN CAMPAIGN
Previous
Next
Problem Overview
While assigned to the Dos Equis account, I designed most of the website along with subordinate microsites and landing pages aligned to the broader marketing campaign. I was also involved in conceiving and planning the events themselves, including defining the rules and the participant experience of these contests: The Stay Thirsty Grant (part of The Most Interesting Summer push), as well as the Dos Equis Masquerade, a by invitation only party hosted in New York City with the Most Interesting Man himself present. Finally, I was asked to be the actual voice of the Most Interesting Man on Facebook, act in a video, write jokes and engage with the audience.
Solution Method
- Social Media Engagement Strategy
- Industry Research
- Sitemap & User Flows
- Wireframing
- Hi-fi Prototyping
- OTS Guerilla Testing Methodology
Websites
0
various website projects
Contests & SMM
0
s
of likes and mentions
Epic Jokes
0
jokes with thousands of likes
The story
Never ending wheel
Dos Equis was a never-ending fun wheel! I worked on a range of projects from minor accessory pages on the brand website to major promotional events. Since my ideas were well received, I was nominated to drive the redesign of the home page in order to instill a sense of fun in the way the brand was projected. I also assisted in a more logical, content reorganization effort.
- Led UX design activities for dosequis.com and social media enabled microsites
- Set social media content calendar and helped manage the Dos Equis Facebook presence
- Created various content assets for the web and social media
- Planned live events with the Most Interesting Man in the World”; held online video contests, and promotions
Contests
The premise of the Stay Thirsty Grant contest was for users to login to YouTube to upload videos of themselves pitching an aspirational dream like parachuting into a volcano cliff. The most captivating submissions went through several voting rounds, when eventually one winner would receive an all-expenses paid (and recorded online) trip to fulfill their dream quest.
Live Events
The Masquerade was a special event with a contest component. Grand prize winners were
invited to have a dinner with the Most Interesting Man, seated around a lavish table. Other winners simply were invited to attend the party but had to wear a mask. I helped design aspects of the party experience and came up with the idea of hiring a snake charmer and belly dancers. I collaborated with Mirror Ball, an event company.