Dos Equis

Feast Of The Brave

A national tour that was part food festival, part daredevil spectacle became the hot ticket in town.

Mexican beer brand Dos Equis enjoys a well-established association with Cinco de Mayo. Mirrorball leveraged that association and the explosive popularity of mobile food trucks in Feast of the Brave. Experiential and social strategy culminated into a six-city tour, engaging thousands of consumers in a daring culinary adventure that ventured well beyond the traditional taco and margarita.

Feast of the Brave delivered an unconventional engagement to its target audience—male trendsetters ages 21 to 34—who thrive on collecting stories and experiences as part of their social currency. The campaign created an emotional narrative that took attendees on a wild ride that they will never forget, whetting their appetites for the bold and unusual and encouraging sharing and brand engagement on social media.

We made Dos fans
face their fears and conquer
the unknown

For the tour, we partnered with local chefs in Austin, Chicago, Dallas, Houston, Los Angeles and Miami, crafting original creations specific to each city with ingredients not found in the usual beef- or chicken-filled taco. “Bravery points” accompanied each serving, pitting the cities in a contest for the bravest palate.

Integration with the Dos Equis’ Facebook page included a local map, the taco truck schedule, a menu for each city, an updated “bravery points” leader board and event photos. Fans could also invite friends to dine with them through a customizable invitation and follow the Feast on Twitter with Dos Equis’ handle @staythirsty and hashtag #DosEquisFeast. The trucks served more than 18,000 tacos and gained considerable attention on food blogs and other media.