May 19, 2020

[VIDEO] Dos Equis sends Most Interesting Man on one last adventure into space

Marketing
beer
Heineken NV
Dos Equis
Cinch Translations
2 min
[VIDEO] Dos Equis sends Most Interesting Man on one last adventure into space

There comes a time in every brand’s life when its marketing campaign must be refreshed, or risk growing stale and increasingly ineffective. For Dos Equis, that time is now. While its “Most Interesting Man in the World” campaign has been exceedingly successful over its nine-year run—the Heineken-owned brand reports that its sales tripled in the U.S. since 2007—the campaign is ready to evolve. But not without a proper sendoff befitting of the campaign and its mascot.

Today Dos Equis launched its final commercial with actor Jonathan Goldsmith, the face of the “Most Interesting Man in the World” campaign, on YouTube. The ad shows the man, myth, and legend embarking on a one-way journey to Mars to seek out new unexplored adventures in the great unknown. On March 10, the brand plans to debut the ad on TNT during the Cleveland Cavaliers and Los Angeles Lakers NBA game. From there, Dos Equis plans to launch a series of shorter tie-in commercials, along with fan promotions and giveaways leading up to a final Cinco de Mayo.

With that said, Dos Equis notes that this is not the end of the campaign but an evolution. The brand has promised to reveal a new Most Interesting Man in the World later in 2016—and if KFC has taught us anything recently, it’s that the only thing better than a long-running mascot is a mascot that can fluidly transcend the persona of one spokesperson alone.

“From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. We know ‘The Most Interesting Man in the World’ will continue to endure and grow, as the character’s story is bigger than one individual,” said Andrew Katz, VP of Marketing for Dos Equis. “Stay Thirsty isn’t just a tagline – it’s a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do.”

Check out the ad here: 

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Jun 18, 2021

Microsoft: Building a secure foundation to drive NASCAR

NASCAR
Microsoft
3 min
Racing fans can expect the ultimate virtual experience as a result of the partnership with Microsoft and NASCAR

Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).

These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack. 

“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”

“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”

“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR

  • Empower employees productivity and collaboration
  • Improve fan engagement and experience
  • Improve environment security and IT productivity
  • Improve racing operations

 

Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.

“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”

“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives. 

“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.

Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”

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