Assignment #3: Dos Equis (Theresa Chan)

I have chosen to evaluate the Facebook page for Dos Equis (https://www.facebook.com/DosEquis) for my social media marketing analysis. In case you didn’t know, Dos Equis is a Mexican lager that is owned by Heineken International, a large Dutch brewery; the beer has become quite known as a result of their ad campaigns featuring “The Most Interesting Man in the World.” He is a debonair older gentleman that’s lived quite the life, and the ads usually focus on listing off outrageous things he’s done in his youth and end with him saying "I don't always drink beer, but when I do, I prefer Dos Equis. Stay thirsty, my friends.” That being said, I had very high expectations for their Facebook page, and the company largely delivered.

As expected, most of their Facebook content features “the most interesting man in the world” front and center. He’s become a popular figure, an Internet meme, and a big part of the Dos Equis brand. I believe that the company does an effective job of social media marketing despite not really featuring a customer service portal (there’s really not all that much customer service feedback at all) nor many premiums for customers either (although both of those could be the result of them being a beer, so the company doesn’t deal with customers directly and it’s not likely they would have things like free beer to give away). By leveraging the popularity of “the most interesting man in the world,” their page is able to draw in an audience and keep them engaged and excited.

The content flow of their page is steady with new posts almost daily; these posts largely consists of images and/or just a witty and entertaining line describing something “the most interesting man in the world” has done, but the feedback is usually enormous with each post. Users will reply in the comments with their own funny and entertaining lines, and there are even comments praising the “awesomeness” of this legendary figure. They also post new YouTube videos with some regularity, so the content is always changing and different. They encourage active participation from users and customers by asking people to submit pictures of Dos Equis at parties, pumpkin carvings, and recipes, all with appropriate hashtags. Some of these submissions are for contests where you can win a $25,000 grant from Dos Equis or a trip to their masquerade party; some of these submissions just get selected and featured on their website. Essentially most of their Facebook page is user-generated content because there are so many responses to each of their company postings. Their Facebook even has apps that encourage even more complex participation. For example, the “Legend of You” app allows you to create a film!