• by Karlene Lukovitz  @KLmarketdaily, April 12, 2016

Dos Equis made headlines last month by announcing that it will replace  longtime “Most Interesting Man” actor James Goldsmith with a younger model, but the brand is still squeezing some marketing benefits out of consumers’ fondness for him.

As part of its build-up to Cinco de Mayo, Dos Equis is running what it’s describing as an “auction” (actually a sweepstakes) of the character’s most interesting possessions—all taken from stories about the character, and many seen in TV ads over the years. 

The items include his smoking jacket, the tuxedo he wore to his last masquerade party, his Spanish guitar and matching mariachi suit, and the astronaut suit from his 2010 stratosphere jump.

Once per day until June 30, consumers 21 and older can visit DosEquis.com/CovetedCollection, click on one of the 25-plus items shown, and enter for a chance to win one of the prizes—which also include a grand prize of a week’s trip for two to Mexico. Participants can “bid” (up their chances of winning) by visiting the site and entering multiple times.

Between April 18 and Cinco de Mayo, the brand will also hold live auctions of some of the character’s artifacts through a “Coveted Collection Estate Auction Tour” with stops in Dallas, Austin, Houston, Albuquerque, Phoenix and Los Angeles. 

Proceeds from those events will go to The Impact Plan’s missions to help rehabilitate endangered animals in East Africa and rebuild earthquake-shattered Himalayan villages in Nepal, according to the brand.

Dos Equis has also released a 30-second “greatest hits” online video, featuring some of the most interesting moments from the decade-long campaign, including ones featuring the items for auction.