How do you expand upon a popular commercial campaign beyond media and into people’s lives? Let’s give people the tools to lead extraordinary lives.
The Dos Equis Most Interesting Academy presented users with educational information curated by celebrity bloggers and a list of Dos Equis sponsored-events such as the Tough Mudder. The experience also housed a contest in which the winners would receive a $25,000 grant to make their most interesting adventure a reality.
To lower the barrier of entry, the site featured close integration with the YouTube platform for video submissions to the contest. The site also used a responsive design architecture that allowed a seamless experience across desktop, tablet and mobile devices.
The contest received a large number of high quality submissions, leading to not just a competitive pool but also a powerful promotional tool for Dos Equis.