The Most Interesting Academy initially ran in the summer of 2009, with great success, and its focus was on learning about unique and extraordinary things. We decided to bring back and evolve the Academy so that the focus was not merely on learning to become interesting, but on living out interesting experiences to become interesting.
Throughout the summer of 2012, we inspired consumers to simply do more interesting things. Mobile SnapTags found in-store, in-bar, and on packs gave people discounts on things like skydiving, hands-on butchery classes, and, of course, Dos Equis. The more that consumers snapped, the more they got.
A robust website, traveling events, and partnerships with unique people helped round out the Academy experience. Future promotions will live under the Academy umbrella and continue to shake things up for the brand's growing fanbase.
Throughout the summer of 2012, we inspired consumers to simply do more interesting things. Mobile SnapTags found in-store, in-bar, and on packs gave people discounts on things like skydiving, hands-on butchery classes, and, of course, Dos Equis. The more that consumers snapped, the more they got.
A robust website, traveling events, and partnerships with unique people helped round out the Academy experience. Future promotions will live under the Academy umbrella and continue to shake things up for the brand's growing fanbase.
Poster
Promotional Packaging w/ SnapTag
Mobile Rewards sample
Sample Reward email
Coaster w/ SnapTag
iPad Taste Assessment App
Academy Website Home (work by Euro RSCG)
Academy Website Coursework (by Euro RSCG)