Dos Equis decided against our recommendation to keep The Most Interesting Man…Interesting. For a variety of reasons they chose to move on to something new. So, with that being said, we decided to give him a Most Interesting bon Voyage.
We created some stir with some communications that he was going on an interplanetary trip with an undetermined, if at all, return. We shot him into space and as a social component we auctioned off all of his belongings with proceeds going to charity. The auction involved a live event in L.A. coupled with a microsite that viewers from around the world could visit, learn about the individual items up for auction and bid on them. The items were then shipped out to the winning bidders and a party ensued with plenty of Dos Equis at the ready.
The Google