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The Most Interesting Academy was a year long 360 program designed to bring the world of the Most Interesting Man to life in a participatory way. We brought the idea to every touch point, from an ongoing blog of interesting articles, to events and sponsorships across the country offering real world experiences, to promotional packaging and retail incentives.
The Most Interesting Academy was a year long 360 program designed to bring the world of the Most Interesting Man to life in a participatory way. We brought the idea to every touch point, from an ongoing blog of interesting articles, to events and sponsorships across the country offering real world experiences, to promotional packaging and retail incentives.
Most Interesting Academy Intro Video
Academy Website
We created a blog for the Academy, embracing the 'brands as publishers' mantra. 5 new articles a week covered interesting topics across adventure, culinary, and the arts. We featured a team of writers from myriad backgrounds and leveraged their networks to help spread the content.
Academy Expert Dhani Jones
We teamed up with Dhani Jones to bring star power and his eclectic Renaissance Man personality to the program, featuring him in content and in person at events.
Academy Expert Michael Anderson
We teamed up with Michael Anderson, known for his guerilla collage street art, to bring off beat art to the Academy, featuring DIY street collaging at events.
Academy Expert Craig Thorten
We teamed up with Craig, famous for his underground dinner experiences in LA called Wolvesmouth, to bring cutting edge culinary expertise to the content and events.
Academy Events
We took over the Masonic Lodge in NYC and had a massive tentpole event featuring Diplo, Andrew WK, a host of Interesting performances, and art installations.
http://nickydigital.com/2012/11/dos-equis-most-interesting-academy-at-the-grand-lodge-of-free-accepted-masons-on-november-15-2012/
http://www.bizbash.com/dos_equis_turns_masonic_hall_into_oddity-filled_masquerade_for_most_interesting_man/new-york/story/24802/
The Mobile Academy
We took to the streets offering Interesting cuisines to consumers in major markets like Austin and LA. We took over existing food trucks with cred and followings, and reskinned them for a short span putting them out to work for us delivering all manner of weird food.
Academy at Retail
POS materials seeded the idea of the Academy and gave consumers a coupon and links to exclusive content through SnapTags.
TV Bumpers
We activated added value with Travel Channel and Discovery TV to add Academy bumpers to popular primetime shows, driving awareness about the program to those who'd be most interested in it.