XX WINTER ACTIVATION PLATFORM
Developed the overarching strategy and creative execution behind Dos Equis Winter, a multi-mountain experiential program designed to reimagine the traditional apres ski experience for America's "Most Interesting" brand. Components included overall concept development, team management, program look and feel, engagement ideation and execution, renders, set design, experience design, character development, web design, and social.
Dos Equis, a Mexican beer popularized by the Most Interesting Man in the World campaign, knew that their core consumer enjoyed winter sports. Research showed, however, that they considered Dos Equis to be a warm weather or “vacation” beer. In order to combat this stereotype, Dos Equis partnered with World of Adventure to reimagine the traditional ski experience, bringing the brand’s “Stay Thirsty” platform to ski slopes across the United States.
Every year mountain resorts across the country develop strategies to encourage their guests to extend their day on the slopes to a night in the lodge. One of the most popular strategies is to host over-the-top, extravagant apres ski parties fueled by an army of beer kegs that flow on into the night. In years past, domestic beer companies have dominated these sponsorships, leaving little room for competition.
At the base of the Cooper and Killington Mountains, uniquely clad sampling teams engaged with guests next to a large yeti sculpture. Select guests were invited to step inside a custom-fabricated 16-foot yurt, home of Draga, a Dos Equis mountain traveler with a legendary back-story of arctic exploration that linked back to the Most Interesting Man himself. Inside the yurt, troves and trinkets created a complex visual tale of her travels that guests could explore.
Guests were then prompted to sample bizarre delicacies like sautéed goat brains or grilled bulls’ testicles, giving them the opportunity to embrace their more interesting side and take home some one-of-a-kind social capital. At the conclusion of the program Dos Equis had sampled over 7,000 culinary delicacies.
The activation also included a 50-foot air bag, allowing guests to face their fears and try out insane snowboard and ski tricks with the benefit of a soft landing. The bag alone hosted over 10,000 jumps in 12 weekends. Afterwards, the après ski party was brought to life by an aerial contortion act right over the snow.
Activating in over 14 of the largest ski markets in the country, the Dos Equis Winter program, engaged with over 20,000 core adventure consumers and had over 100,000 consumer impressions over a few short months. In 2015, the Heineken Portfolio sold 175,091 beers On-Mountain. Of that total, Dos Equis accounted for 118,243 beers sold, resulting in a 1767% growth in CE’s in comparison to the previous year.