Heineken is taking to mobile and Facebook after retiring its Dos Equis Most Interesting Man in the World campaign to promote a contest paired with a platform algorithm that determines how interesting a user is.

Facebook users are determining their rank of interestingness through Dos Equis? algorithm that calculates how interesting they are based on what they post on social media, which then enters users into a contest for the chance to win prize trips and merchandise. Sports reporter Erin Andrews and actor Luz Guzman are kicking off the campaign with digital videos featuring a comedic twist on its original Most Interesting Man in the World campaign in which they are ranked by a number rather than being labeled the ?most interesting person.?

"Social media and fan engagement are at the heart of every program Dos Equis executes," said Andre Woldt, brand manager of marketing for Dos Equis. "Via The Most Interesting Man in the World, Dos Equis has inspired its consumers to live a more interesting life for nearly a decade. 

"Having concluded the first chapter of this legendary campaign, there is a unique opportunity to shift the spotlight onto the Dos Equis consumers and challenge them to prove how interesting they are," he said. "As part of the Summer campaign, Dos Equis is providing fans 21+ the opportunity to prove how interesting they are through the Dos Equis Interesting Index, a proprietary algorithm build for the Facebook platform." 

Most interesting campaign
The long-running Most Interesting Man in the World campaign of Dos Equis is known for spiking its sales 22 percent in 2009 and continuing driving sales in years following. The iconic campaign, now retired, lives on through references in the new social media campaign in which consumers are becoming a part of the narrative.

Mobile videos featuring Ms. Andrews and Mr. Guzman showcase a narrator discussing the respective personalities? accomplishments, in a manner that reflects the previous Interesting Man campaign, but then labels them as the 5,007 and 5,008 most interesting person in the world. The videos prompt viewers to discover their own ranking on Dos Equis? platform.

Users enter their birthdate and select sign up through Facebook for access to the Interesting Index. The algorithm scans posts on the users? profiles and determines a ranking of how interesting they are based on places they have been, things they have done and topics they discuss. 

Participants are ranked based on how others did as well. The page shares a breakdown of the score with categories the user did best in and what he or she should improve on.



Other engaging information is shared, such as how many miles away from home the user?s last trip was, the average number of events attended by the participant per year and the average number of likes per post. By entering the Interesting Index, users are automatically entered for a chance to win prizes such as trips to Balloon Fiesta, Riot Fests in Chicago and Denver and a Weber grill.

Social media hits
Similarly, TBS recreated the fun of its cop parody series Angie Tribeca on social media by tapping into common tropes with mock Facebook DIY videos, Instagram memes, interactive Snapchat lenses and inspirational Pinterest quotes, for the network's biggest social media campaign to date (see more).

Heineken also partnered with Major League Soccer and brewed awareness for their annual Rivalry Week festivities by rolling out a custom emoji that appeared in any Tweet containing the #RivalryWeek hashtag (see more). 

"The algorithm scrubs through users? specific Facebook data to determine a score in four different categories: originality, thirst for knowledge, worldliness and sense of adventure, which then produces an overall worldwide ranking," Mr. Woldt said. "To prove how interesting you are, fans can go to DosEquis.com/InterestingIndex to discover their ranking, peruse exciting summer hacks and enter sweepstakes to win prizes including festival tickets and backyard grilling accessories. 

"Fans can improve their status throughout the summer by participating in interesting activities, visiting local Dos Equis bars and restaurants, and entering the sweepstakes," he said. "This technology is also available on mobile devices, in a very seamless, easy-to-use way."