• by Aaron Baar , May 12, 2009

Two months ago, Dos Equis introduced its "Most Interesting Man in the World" to the entire U.S. via an expanded national advertising campaign. Now, it is giving consumers the chance to become -- if not as interesting -- at least more interesting.

The company has established "The Most Interesting Academy," a Web-based (and satirical) learning institution that offers "courses" taught by people such as British survival expert Bear Grylls and globe-trotting explorer Chris Fischer. Both of these men (and others to be named later) will offer their thoughts on how to become more interesting through online videos, challenges and live satellite events.

"If you look at the Most Interesting Man, it's an aspirational icon that consumers look up to," Paul Smailes, Dos Equis brand director, tells Marketing Daily. "The Academy is a program that allows consumers to engage and have a dialogue with the brand."

Titles for the courses offered through the faux Academy include: "The Art of the Bluff," "Command of the Animal Kingdom," "Survival in the Modern Era," and "Rites of Passage." "The Art of the Bluff" provides insight into when and how to bluff, and how to tell when someone else is bluffing, with insights such as confidence, persistence and perception.

"The brand is all about helping those who want to live a more interesting life," Smailes says of the programs and offerings. "The Academy is an extension of that proposition."

Dos Equis will promote The Interesting Academy through a marketing campaign that will include television, on- and off-premise promotions, public relations and digital advertising. The company will also hold live events in six to-be-determined markets, with programming covering all of the online curriculum.

"It's bringing the Academy to life," Smailes says. "The seven different courses will be showcased and we'll have distinguished [people] providing consumers with information."

Dos Equis and its advertising agency, Euro RSCG, introduced the Most Interesting Man in the World campaign in regional markets in 2007. In March of this year, the company expanded the campaign to reach a national audience.