• by Tanya Gazdik , September 30, 2014

Dos Equis is launching a promotion with a Halloween season theme, including a new TV spot.

The 15-second TV spot, which will run through October, features the icon offering his take on Masquerade Parties: "Sometimes it's best to be yourself. This is not one of those times."

The promotion also includes events nationwide, digital experiences, limited edition bottles and the chance to meet “The Most Interesting Man in the World.”

Tapping into the latest innovative technology, Dos Equis will bring an immersive one-of-a-kind virtual reality Masquerade experience to bars across the U.S. This virtual reality experience will allow fans to don a headset and become a guest of "The Most Interesting Man in the World."

The brand will also release an additional interactive digital video in October that gives fans the opportunity to help The Most Interesting Man find his "little black book." The video features several choices that give the viewer control over the narrative. Based on the path the viewer chooses, they will be able control the direction of the plot while launching new vignettes.

A contest awards the grand prize winner an all-expenses-paid trip for two to New Orleans to meet The Man and celebrate with legendary artist Q-Tip on Nov. 22.

Through Oct. 31, fans can enter the contest by posting Masquerade and Halloween photos to Instagram using the hashtag XXMasquerade or by uploading them to XXMasquerade.com. Fans can also enter by purchasing Dos Equis and texting/emailing a photo of their receipt to XX@DESWEEP.com. Every photo posted, uploaded or texted/emailed represents a chance to win.

Dos Equis will also roll out two limited-edition label designs for its Lager and Ambar brews. Each pack and bottle will feature new branding that also dons its own mask. The brand will also sponsor several Halloween-themed events nationwide, including Music Midtown, Life is Beautiful, Pacific Beachfest, ALONE, Monster Bash and HARD Day of the Dead.