Dos Equis Campaign Increases Site Traffic 400 Percent
After a nine-month, nationwide search, Dos Equis, a Heineken USA Inc. brand, announces a new assistant to The Most Interesting Man in the World (MIM). Darin Paul Garrett of Houston, Texas, replaces Steve, the MIM's former assistant, who was killed in the line of duty.
The Most Interesting Man in the World advertising campaign was initially launched in 2007 by advertising agency Euro RSCG New York. The advertising highlights the MIM and his clever advice on a range of topics, such as cologne, conversation, life and grooming.
Garrett was selected from a pool of more than 10,000 qualified applicants who applied for the position by submitting a dossier online at www.staythirstymyfriends.com/jobs. Applicants were trimmed to ten semi-finalists by a panel of uniquely credentialed experts, including a shaman, head hunter and curator of oddities, with the assistant ultimately being decided by an online popular vote.
The national search was launched in April to seek out qualified applicants to replace the MIM's former assistant, Steve, who met his demise in an unfortunate archery accident. To commemorate his passing, a funeral procession was held in Austin, Texas to honor Steve's life and kick-off the assistant search.
Throughout the search, the host Web site, www.staythirstymyfriends.com/jobs, received an almost 400 percent increase in site traffic and more than 33 million hits.
The Most Interesting Man in the World advertising campaign was initially launched in 2007 by advertising agency Euro RSCG New York. The advertising highlights the MIM and his clever advice on a range of topics, such as cologne, conversation, life and grooming.
Garrett was selected from a pool of more than 10,000 qualified applicants who applied for the position by submitting a dossier online at www.staythirstymyfriends.com/jobs. Applicants were trimmed to ten semi-finalists by a panel of uniquely credentialed experts, including a shaman, head hunter and curator of oddities, with the assistant ultimately being decided by an online popular vote.
The national search was launched in April to seek out qualified applicants to replace the MIM's former assistant, Steve, who met his demise in an unfortunate archery accident. To commemorate his passing, a funeral procession was held in Austin, Texas to honor Steve's life and kick-off the assistant search.
Throughout the search, the host Web site, www.staythirstymyfriends.com/jobs, received an almost 400 percent increase in site traffic and more than 33 million hits.