Dos Equis Taps Euro RSCG 4D for Site Development
Agency wins duties after Heineken-owned brewer parts with AKQA over scheduling conflicts.
Agency wins duties after Heineken-owned brewer parts with AKQA over scheduling conflicts.
Heineken USA, the owner of beer brand Dos Equis, recently expanded its relationship with creative agency Euro RSCG Worldwide to include its digital campaign elements from Euro RSCG 4D.
To better reach its target demographic of 21- to 34-year-old males, Euro RSCG 4D has launched a microsite for Dos Equis revolving around “The World’s Most Interesting Man.” The campaign includes games, photos and videos created by the agency. Euro RSCG 4D also re-designed the Dos Equis brand Web site.
As the campaign revolves around a fictional Most Interesting Man and his exploits, the challenge, according to Pat Stern, executive creative director for Euro RSCG 4D, is to create a plausible character and microsite that men will find compelling. Viewers can apply to be the Most Interesting Man’s new apprentice, arm wrestle dead world leaders, and watch videos of the Man. Additionally, they’ll soon be able to play a “pigeoneering” game.
“Brands like Dos Equis that are not market leaders that have a gigantic share of voice, they have to come up with interesting ways to break through the clutter,” said Stern.
Through media agency partner MediaVest, Euro RSCG 4D is placing banner and video ads through men’s sites including Stuff, the Onion and Maxim. Dos Equis saw a click through rate on its early video ads of approximately three percent.
The agency may also advertise on beer forums and pop culture blogs and schedule special bar appearances for the Most Interesting Man, but no firm strategy has been set yet, according to Stern.
Euro RSCG 4D was awarded the digital contract for Dos Equis several months ago after the client’s previous interactive agency, AKQA, was dropped by Heineken USA due to scheduling conflicts.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article