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Pathmatics Blog

How The Most Interesting Man In The World Is Advertising

March 28 2016 by Jordan Kramer

Do people hang on your every word, even when you say nothing at all? At your lowest point, is your bar still higher than everyone elses? Have you ever lost a step, only to realize the step has actually been searching for you? If so, then chances are you're qualified for the newly open position of ‘Most Interesting Man in the World.'
After almost nine years, Dos Equis is retiring the campaign, and the man, that made the brand almost as quotable as "Anchorman." The last commercial featuring Jonathan Goldsmith, the face of your "most interesting memes in the world," over the last few years, aired this month as the brand shipped it's iconic mascot to Mars. Because when you’re the most interesting man in the world, and you need space, you go to Mars. To compliment the television commercial, Dos Equis’ parent company, Heineken, started running desktop banner ads on March 11th. Take a look at their cross-channel digital strategy surrounding the last adventure of the Most Interesting Man in the World, and the one place you can find him online.



With the exception of one video creative from 2015, which ran through March 4th, Dos Equis has been quiet on digital this entire year, until it began ramping up again on March 11th. Releasing two unique display creatives over the last 30 days, the brand targeted only Rollingstone.com using a mix of direct buys and programmatic. Both creatives link to this landing page, encouraging more views of the Most Interesting Man’s final farewell. 


Source: Pathmatics U.S. Desktop Data, 1/1/16-3/24/16.


Dos Equis echoed its desktop strategy on mobile, again targeting soley Rollingstone.com, using a 50/50 mix of direct buys and ad network buys through Google AdX + AdSense. Impressions on mobile spiked on March 13th for the one unique mobile creative (same as the desktop ad above) released over the last 30 days.


Source: Pathmatics U.S. Mobile Data, 1/1/16-3/24/16.



We’re going to zero in on the last video creative released by Dos Equis on March 14th and last detected by our platform running on March 24th. The brand buys 100% of its video impressions through DSP, TubeMogul, and staying true to form, ran their video creative only on Rollingstone.com as well.

Source: Pathmatics U.S. Desktop Data, 3/5/16-3/24/16.
Adios, Amigo. Stay thirsty my friends. 
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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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