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DOS EQUIS AND MOJO HD CHANNEL COLLABORATE TO PRODUCE ORIGINAL TV SERIES
Sony, MediaVest and Euro RSCG Develop Unique Brand Collaboration
New York, June 12 – Dos Equis and high definition channel MOJO HD announced today that they are creating an original series together to air this fall. Inspired by Dos Equis’ award-winning advertising campaign, the Most Interesting Man in the World (MIM), MOJO HD has begun production of an original unscripted series. The all HD series, entitled MIA: The Most Interesting Assistant, will travel to exotic and unusual locations to capture five half-hour episodes set to premiere in September 2008. Media personality Shanon Cook will be the show’s host.
Dos Equis’ ad campaign is based around the insights and lifestyle of The Most Interesting Man in The World, a charismatic, fictional spokes-character. Last month, Dos Equis announced that Steve, the fictional assistant to The Most Interesting Man in the World died tragically in the course of his duties. Throughout the year, Dos Equis will search for his replacement through in-bar events, online, print and radio. The MOJO HD program will complement those efforts as it travels worldwide to discover candidates who possess those rare qualities that could make them eligible for the enviable position. Led by Ms. Cook, potential assistants will engage in a number of unique and entertaining challenges – testing their intelligence, physical endurance, patience, social graces and good humor. Only then will viewers find if the “late” Steve can ever truly be replaced.
The television series is being developed and produced by MOJO HD and the award-winning team at Creative Bubble Productions in conjunction with Euro RSCG. MediaVest approached Sony Pictures Television Advertiser Sales with the idea of exploring the opportunity of bringing the MIM to MOJO HD. This collaboration has resulted in a multi-media initiative which includes original programming, broadband and promotional outlets. Sony Pictures Television is the exclusive advertising sales representative for MOJO HD. MediaVest is Dos Equis’ media agency of record. Euro RSCG is the advertising agency for Dos Equis. The show’s host, Australian-born Shanon Cook, is a host, writer and reporter for various media outlets and also serves as contributing entertainment reporter for various CNN networks and CNN.com Live.
According to Emilio Nunez, Vice President, Programming for MOJO HD, “What really caught our attention was the way Dos Equis incorporated storytelling into their new campaign. The MIM campaign was a perfect fit with MOJO HD on so many levels. Through the campaign’s smart sense of humor, its stylish execution, and finally its celebration of spirited adventure, it touches on all of the attributes that are at the core of MOJO HD’s programming model. We quickly recognized that this was a unique opportunity to take brand integration to a whole new level.”
“The MOJO HD series is the perfect extension of The Most Interesting Man in the World campaign, “ said Kheri Holland Tillman, Vice President of Marketing for Dos Equis. “The series will bring to life the character and core attributes of the Dos Equis MIM campaign, so our consumers will have the opportunity to engage with the brand in a new way. We are taking an all-encompassing and through-the-line approach to the campaign this year, and the MOJO HD program is an innovative and exciting component.”
“MOJO HD has the highly targeted audience and versatile creative product that makes it an ideal environment for advertisers desiring to be in branded entertainment,” said Amy Carney, president, advertiser sales, Sony Pictures Television. “This new collaborative program is a perfect example of effective branded entertainment, one where everyone wins, especially the viewers.”
“Our goal was to identify a media outlet and platform that could provide an entertaining and engaging environment for The Most Interesting Man,” adds Mitch Sheiner, Vice President, Associate Director, MediaVest. “While each collaborator brought different yet complementary expertise to this initiative, the end result is a unique program that allows us to have fun and relevant dialogue with the Dos Equis consumer. We’re excited about the potential of this program.”
The advertising campaign for Dos Equis was developed by advertising agency Euro RSCG New York features new Dos Equis television, print, radio, digital and out-of-home ads, all of which expound the legend of the MIM and his sage advice on a range of essential topics. The Most Interesting Man in the World was created as an embodiment of interesting, a Hemingway meets Hefner figure whom Dos Equis drinkers could be inspired by and aspire to be. MOJO HD targets an upscale male audience, so synergy with Dos Equis and this particular campaign made a lot of sense.
The Dos Equis campaign can be accessed by www.staythirstymyfriends.com. In addition to the MOJO HD network, episodes of the series can be seen via: www.mojohd.com.
MIA: The Most Interesting Assistant is produced by Creative Bubble Productions. Paul Iannacchino is Executive Producer/Director. Pat Carpenter is Executive Producer. Alex Solomons is Producer. For MOJO HD, Emilio Nunez is Executive Producer and Siobhan Graham is Supervising Producer.
About Heineken USA Heineken USA, the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For more information on the company, please visit www.HeinekenUSA.com. Heineken USA also maintains a firm commitment to promote and encourage the responsible consumption of its products. Additional information on the company's responsibility programs can be found at www.EnjoyHeinekenResponsibly.com.
About MOJO HD (www.mojohd.com) MOJO HD was created exclusively for the discerning upscale male, with attitude, wit and style, and is among the most widely distributed HD networks on cable. The company has been a pioneer in hi-def television since 2003. Original shows are about wide-ranging men’s interests including high tech, finance, comedy-reality, adventurous travel, music, cuisine and spirits. Other programming includes high profile professional and college sports, movies, concerts, big events and is the exclusive HD cable home of “Heroes.” The network is 100% high definition, all shown in pristine 1080i picture and 5.1 sound and is available as part of the HD offerings from Comcast, Time Warner Cable, Cox Communications, Cablevision, Charter Communications Inc., Bright House Networks, Mediacom and others. MOJO HD is owned by iN DEMAND Networks, whose members are Comcast iN DEMAND Holdings, Inc., Cox Communications Holdings, Inc., and Time Warner Entertainment - Advance/Newhouse Partnership.
About MediaVest
MediaVest, a division of the Starcom MediaVest Group (SMG), a subsidiary of Paris-based Publicis Groupe, is one of the leading, full-service media specialist companies offering brand-building results and business solutions. Heralded as one of the first media companies to consistently deliver Connections That Captivate and industry-first initiatives and products, MediaVest's long-standing client partnerships include some of the world's leading marketers including Heineken USA, Kraft, P&G, The Coca-Cola Company and Wal-Mart. For more information, please visit www.mediavestww.com.
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