Dos Equis Resolves A “Cinco De Lemma” With Integrated Dos De Mayo Campaign

badge-image-of-the-weekEven the Dos Equis spokesman, the Most Interesting Man in the World, has the occasional “Cinco de Lemma.” When faced with the prospect of a Sunday Cinco de Mayo, the Most Interesting Man didn’t get upset or flustered – he simply decided to arrive fashionably early and extend the celebration throughout the weekend. Mark your calendars because Thursday, May 2 is Dos De Mayo.

Announced as part of an integrated multimedia campaign spanning Facebook, Twitter, YouTube, TV ads, and a custom Dos De Mayo website, Dos Equis sums up the campaign nicely with an infographic. From helping fans find the nearest watering hole with Dos Equis, to forecasts on how many Most Interesting Man standees will be stolen, or the hottest pepper in the world, the content is a mix of educational and entertaining.

Dos Equis

How can your brand take ideas from this campaign into action?

Play to your strengths.

The mischievous and witty Most Interesting Man in the World spokesperson is known for rallying Dos Equis fans around his endearing rule breaking ways. He was made to lead this campaign.

Leverage an integrated communications plan.

From TV ads, to a YouTube video, infographic and content on Facebook and Twitter, the Most Interesting Man is leveraging many Dos Equis channels with personalized content to make his plight heard.

Rally your community.

The campaign cleverly tries to bring people together to save them from a Sunday “Cinco De Lemma.” In addition to the Dos De Mayo call to action, the microsite also offers resources to bring people together – both online and in person.

Supplement with apps & content

The Dos De Mayo microsite has a bar locator allowing fans to find bars serving Dos Equis (though it doesn’t work for the Boston-area) and quickly create Facebook events. The site also offers Dos de Mayo recipes and a custom #DOSDEMAYO hashtag follow the conversation and images on Instagram and Twitter.

Package it all together

While the microsite does a good job of bringing the campaign together – it’s missing the infographic above. Infographics are highly shareable and appealing both to consumers and the news media. In addition to living on the microsite, the key facts/info communicated in the infographic could also been turned into singular social media posts and status updates linking back to the campaign.

The next time you’re faced a “Cinco De Lemma,” take inspiration from the Most Interesting Man in the World and view it as an opportunity.  Oh, and don’t forget to celebrate today. Happy Dos De Mayo!

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