• by Karlene Lukovitz , June 15, 2009

TV 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 (mostinterestingacademy.com) 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.