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.
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