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‘Grilled kangaroo and alligator tail empanadas’/ Mobile initiative

by Will Corry on September 9, 2012 in Lead story, Mobile Marketing, Mobile/Tablet, Retail News

Riding the explosive popularity of food trucks, Dos Equis has launched a mobile marketing effort called the Dos Equis Mobile Academy that places seven food trucks in major cities nationwide. This initiative plays off the beverage brand’s “Most Interesting Man in the World” tagline and is designed to boost consumer engagement by offering interesting experiences.

Details are available at MostInterestingAcademy.com

The food trucks will carry out that goal by offering adventurous specialties in each city, such as grilled kangaroo in Houston and alligator tail empanadas in Miami, along with a unique cultural ritual explained by the truck’s culinary ambassadors. MediaPost.com reported on the detailed of this enticing mobile marketing concept.

“We’ve got a great selection of local chefs that we’re partnering with across the country, and can’t wait to flip the script to bring fans a new take on the traditional food truck experience,” said Nipa Parekh, senior brand director at Dos Equis.

The seven food trucks comprising the The Dos Equis Mobile Academy will be located in seven cities across the country during the lunchtime rush of 11 a.m. to 2 p.m. The trucks will debut in Chicago from August 21 to 30, and then roll out in Miami, Phoenix, Houston, and Dallas from September 12 to 22. Finally, they’ll hit the streets of San Francisco and San Diego from October 3 to 13. The mobile initiative is being promoted at MostInterestingAcademy.com and on Twitter at @DosEquis.

Throughout the mobile marketing campaign, Dos Equis is hosting a “Stay Thirsty Grant” contest that rewards thrill-seekers with the opportunity to win a grant of up to $25,000 to make their wildest dreams come. Details are available at MostInterestingAcademy.com, as well as by “liking” Dos Equis on Facebook (Facebook.com/DosEquis) and following the brand on Twitter (@DosEquis).

 

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