the challenge
Engage Dos Equis fans via a contest, the winner of which would appear in a television spot and receive a hell of a lot of Dos Equis. Turn these contest participants into an online community.
how?
Euro RSCG Worldwide created the Most Interesting Man in the World campaign — and shortly after it launched, the character became immensely popular. We decided to capitalize on his fame and run an American Idol style contest to find his assistant. We recruited a panel of judges and designed/built a social networking website to facilitate the search.
Users could create accounts and enter their answers to a job application, which could be edited at any time before the conclusion of the contest. All profiles were available for other users to view and rate. We created an admin system allowing us the ability to instantly remove offending content (surprisingly enough, there wasn’t much), review user ratings, and change website settings.
key technologies
Front-end constructed with (mostly standards-compliant) XHTML, CSS, and JavaScript. PHP and MySQL for back-end. JavaScript for usage tracking and analysis.
team
- Pat Stern, Executive Creative Director
- David Weinstock, Creative Director, Rich Media
- Stephen Petronis, Art Director
- Husani Oakley, Director of Technology
- Paul Denya, Senior Software Engineer
- Eric Weiner, Senior Project Manager
- Alexis Berger, Account Supervisor
- Did I forget someone? Probably, and I’m sorry. Let me know.
