In 2009, Dos Equis scored big with its Most Interesting Academy. We needed to build on that - getting more people enrolled and spending even more time on site. Enter the Most Interesting Cargo Hunt.
With a story about the Most Interesting Man in the World abandoning his 150 most valuable artifacts in the midst of a crashlanding, we launched a national search at dosequis.com/cargohunt. Backed by heavy media play including an original video and event booths at popular concert sites, the Cargo Hunt had as its central feature a map-based game that rewarded users with Monopoly-style artifacts (as well as real-world instant win prizes). With a real cargo-hunting trip to Mexico as the prize, enrollment doubled that of the previous year's effort, with many contenders coming to the site multiple times a day.