Dos Equis Builds Buzz with Quirky Circus Show - Event Marketer

Dos Equis Builds Buzz with Quirky Circus Show

DB_Silver_Dos Equis_2009 Ex
Brand: DOS EQUIS
Agency: MIRRORBALL
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2009

Dos Equis’ Most Interesting Show in the World was designed to bring the brand’s “interesting” platform to life for 20-something men who like to think of themselves as interesting, too. From October to December, the brand took the show on the road to 15 markets with The Jim Rose Circus sideshow.

Acts like Venetian burlesque singers and Mark Faje, who carved double X’s into an apple placed in a guest’s mouth with a gas-powered chainsaw, built buzz and drew 15,000 people to the shows. The brand sampled about 40,000 bottles of the beer and research showed that not only were consumer experiences positive, they also recognized Dos Equis as the show’s sponsor and claimed high interest in the beer afterward. The talent was leveraged through local TV and radio to pre-promote the show. As a result, Dos Equis saw 90 percent average capacity at each show and the individual markets saw a bump in sales both before and after each event. Now that’s interesting!

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