As a fit for its long-standing TV, print and online ad campaigns centered on the supposed “Most Interesting Man in the World,” beer importer Dos Equis is bringing a “Most Interesting Show in the World” variety tour to 14 U.S. locations coast to coast.
The tour, which will start in Belly Up Tavern in San Diego, CA, on Oct. 8, will feature an eclectic group of upscale “new cabaret”-style acts, including aerial performers, Japanese robot dancers, fire jugglers, Russian dancers and French burlesque singers. Jim Rose, emcee of the “Jim Rose Circus” sideshow acts.
“We’ve focused on creating an engaging experience built around the essence of the ad campaign and the relevant passions and interests of our consumers,” Dos Equis Events and Sponsorship Director Elizabeth Cost said in a release. “’The Most Interesting Show in the World’ is a natural way to bring to life the intrinsic qualities and allure of the Most Interesting Man in the World.”
The Dos Equis Most Interesting Show in the World is written and produced by the Weiner Entertainment Group, the creators of other live entertainments such as the “Beacher’s Madhouse” attraction at Las Vegas’ Hard Rock Hotel and “The Donkey Show,” a variety program that has toured New York, London, Madrid and Seoul.
In April, Dos Equis rolled out the latest enhancement in its “Most Interesting” campaign, which launched online and in TV spots in 2007. A microsite, offered online games that purportedly tested players’ fitness to be a personal assistant to the world’s most interesting man. Challenges on the site included trivia about beards, survival skills, and the chance to arm-wrestle Mao Tse-Tung or Josef Stalin.
Ticket pricing for the “Most Interesting Show” performances will be at the discretion of the venues, according to a spokesman for promotion agency Rogers and Cowan, but most will offer a majority of complimentary passes to the shows and sell the remainder for $15 to $25.
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