He is the life of parties that he has never attended
He once made a weeping willow laugh
He has won the lifetime achievement award…twice
He is Jonathan Goldsmith, aka the Most Interesting Man in the World and the person responsible for one of the most successful and entertaining beer advertising campaigns in history. A man with a knack for fascination and success without even trying, Goldsmith’s character is one of the most recognizable in all of advertising and he has helped build the Dos Equis brand to unprecedented levels.
The Most Interesting Man in the World is now retired, but Dos Equis is far from giving up on its “interesting” tagline and in fact, the fun has only just begun. Dos Equis plans to announce a new Most Interesting Man in the World very soon and in the meantime, Dos Equis wants to find out how interesting you are and has teamed up with host Erin Andrews and actor Luis Guzmán to encourage Dos Equis fans to stay thirsty and discover their own level of “interesting” through the “Dos Equis Interesting Index,” an algorithm that utilizes Facebook to determine who among us is awe- inspiring and who is not.
The way it works is simple enough. Dos Equis Interesting Index scans your Facebook posts and then tallies up your data to generate a score in four different categories: originality, thirst for knowledge, worldliness and sense of adventure. From these scores, the Interesting Index compiles an overall worldwide ranking. Anyone with a Facebook account can use this algorithm to find his/her ranking and then share with friends via Facebook and/or Twitter. It’s accessible through DosEquis.com/InterestingIndex and everyone who uses it is automatically entered in a contest for lots of cool prizes, including festival tickets and backyard grilling accessories. I logged in and used the algorithm myself and discovered that my “interesting” ranking is 270,229 with my highest scores in the categories of knowledge and sense of adventure.
Is your interesting ranking not as good as you would like? If so, don’t worry- Dos Equis will offer you suggestions on ways to make your life more fascinating, more eyebrow- raising, and more daring then before. Everyone is encouraged to do more interesting things, post to Facebook, then check back each week to see if your ranking has changed. Each time you check back, you not only get to see how well you have succeeded in spicing up your life, you also get another entry in the contest.
Dos Equis is offering this giveaway/contest and encouraging fans to get interesting in preparation for the brand’s 120th anniversary in 2017. Besides the contest, Dos Equis is also changing up its brand logo and packaging, emphasizing the brand’s Mexican roots and giving the bottles, cans, and packages a fresh, new look. Dos Equis plans to run television advertisements on June 13 to support the changes followed by a rollout of the new package design in July. Dos Equis Brand Manager of Marketing Andre Woldt says the changes are necessary to keep the brand up to date while also paying homage to its beginnings and the people who created it.
“Dos Equis was born interesting in 1897 when it was first brewed by a German brewmaster in Mexico,” said Woldt.. “With the conclusion of the first chapter of The Most Interesting Man in the World campaign, this is a most interesting time as we continue to evolve the brand. We’re working with Erin and Luis, who both live interesting lives, to inspire consumers to prove they’re interesting and see where they rank in the world amongst their friends.”
Jonathan Goldsmith has moved on to other things but his iconic character will live on when the next Most Interesting Man in the World is selected as his successor. Consumers are encouraged to discover just how interesting they are through the Dos Equis Interesting Index and find new ways to make their own lives more interesting and more exciting.
For more information about Dos Equis and to keep up with the brand and happenings, visit www.DosEquis.com or Facebook.com/DosEquis. And be sure to use the Dos Equis Interesting Index to see how compelling you are and how you can improve. Go ahead- it’s the perfect excuse to add a little more pizzazz to your life and see how you compare to friends and family. You may not rank number one overall (I think we all know who holds that title!) but you can see how you stack up and get suggestions on ways to make your own life more impressive, engaging, provocative, etc., etc.