Survival Star Joins Dos Equis 'Academy'

Bear GryllsTV survival star Bear Grylls is joining Dos Equis' online "Most Interesting Academy" as an instructor on urban survival techniques.

Grylls -- adventurer, expedition leader, former British Special Forces member and host of the "Man Vs. Wild" TV series -- will appear in a five-part Web series on the beer brand's Academy site ( starting on Thursday.

Also on Thursday, Grylls will do a stunt on an as-yet-unrevealed national television show, and perform a "unique demonstration" at the Academy's first satellite event, to be held at New York's Broad Street Ballroom.

Launched last month and being supported by an integrated campaign, the Academy builds on the brand equity of the beer's two-year-old, tongue-in-cheek "Most Interesting Man" spokescharacter. The concept: Offering registrants advice on how to lead a more interesting life through online "coursework," including challenges and live satellite events.



The Academy extension "is a destination and experience where consumers can interact and become more personally acquainted with our proposition and deepen their relationship with the brand," VP Marketing Kheri Tillman tells Marketing Daily.

Grylls' "Survival in the Modern Era" course will instruct students on demonstrating flair while dealing with fast-paced commuting, personal safety, eating in a pinch and making an entrance.

Grylls did his own stunts for the videos to demonstrate how to navigate city hazards (escaping from a fire, fighting off attackers, running on rooftops and climbing through air ducts) while trying to make it to a party.

Courses already on the site cover circumnavigating the globe, the art of the bluff, command of the animal kingdom, culinary explorations, the eclectic arts and rites of passage.

Students who navigate all seven courses and complete a "Final Inquisition" will be eligible for an Academy "apprenticeship." Apprentices receive one-on-one instruction from the instructors and are deemed qualified to serve as brand ambassadors at select Dos Equis events.

More Academy satellite events based out of Austin, Texas; Atlanta, Chicago and San Diego., Calif. are planned during the summer.

1 comment about "Survival Star Joins Dos Equis 'Academy' ".
Check to receive email when comments are posted.
  1. vivian mabou, October 21, 2009 at 10:10 a.m.

    With love and trust vivianmabou1

    Hello Dear,
    I saw your profile today and i stopped to take a very good look at it.
    I want you to know that i will be interested to know you better because you sounded very sweet in your profile and i will like us to become friends and know each other the more.
    Here is my email address ( send me an email today please!(Remember that what matters alot in a real relationship is love), I am waiting for your reply now.thanks
    Your's vivian.

Next story loading loading..