Issue link: https://digital.copcomm.com/i/91577
San Diego's MIHO Gastrotruck offered Dos Equis with a side of prawn samosa. in the World would endorse such nervy epicurean adventures. But his life's mis- sion is about encouraging his fans to "stay thirsty." To expand on that adage, the Most Interesting Academy intro- duced SnapTag technology on six- and twelve-packs of Dos Equis Ambar and Lager. Using their smartphone cameras to snap a photo of the SnapTag code on point-of-service and promotional pack- aging, consumers get instant access to unique content and promotions. These Academy-themed features not only incentivize purchase, but also continue driving home the Interesting narrative by offering chances to win Experiential Rewards, like lessons in butchery and skydiving experiences—the kinds of things that take real moxie. "The Most Interesting Academy program inspires consumers to seek new experiences and live a more interesting life by engaging them on mobile devices in-store and at home. Each snap takes consumers deeper into the engagement," says Thompson. The final piece of the Academy is even more direct engagement with consumers: The Stay Thirsty grant program, which awards two grants of up to $25,000 to help a pair of fans bring their dreams to life. They enter the competition online by submitting a short video that outlines what their greatest ambition is and lobby for Dos Equis to make it a reality. "Connecting our fans with incred- ible experiences that enrich their lives is what Dos Equis is all about," says Thompson. And based on some of the submitted entries—seapad- dling around the entire 1,200-mile coastline of Florida, emerald mining in Afghanistan, mountain biking at Machu Picchu—Dos Equis is doing nothing less than fulfilling the dreams of what is perhaps the Most Interesting Generation of beer drinkers. San Diego's MIHO Gastrotruck is chefed by Nina Scoville, Matthew Lyons and Christina Ng, who encourage diners to get adventurous. november 2012 / the tasting panel / 93