Halloween is the time of year where masks are worn and people enter new worlds of discovery – and Dos Equis is here to heighten those senses even further by helping fans explore their more interesting side. The brand has launched a 2014 Masquerade program with incredible parties, virtual reality experiences, a national contest and limited-edition bottles. The Dos Equis Masquerade is part of an ongoing commitment to help fans 21 and older “Stay Thirsty” during the Halloween season by unmasking their alter ego.

HOMBRE Magazine’s Francisco Romeo joins the Dos Equis Masquerade Experience

The Dos Equis plans for Halloween 2014 were unveiled at a spectacular VIP event held at The Norwood Club in New York City. During an evening full of surprises, guests were giving the option to choose a mask reflecting their dark or light side upon entering. Once inside guests were treated to several mysterious experiences throughout the bi-level space. A bevy of masked beauties along with mystical birds, throbbing DJ music, delicious appetizers and a never ending supply of Dos Equis completed the exhilarating journey.

Tapping into the latest innovative technology, Dos Equis will bring an immersive one-of-a-kind virtual reality Masquerade experience to bars across the U.S. This VR experience will allow fans to don a headset and enter into a virtual Masquerade as The Most Interesting Man’s guest of honor, encountering the unexpected and unusual.

Francisco Romeo with model Zhenya Vance at Dos Equis 2014 Masquerade celebration

The brand will also release an additional interactive digital video in October that gives fans the opportunity to help The Most Interesting Man find his “little black book”. The video features several choices that give the viewer control over the narrative. Based on the path the viewer chooses, they’ll be able control the direction of the plot while launching new vignettes.

Dos Equis is also giving six fans 21 and older a chance to win an all-expense paid trip for two to New Orleans to meet The Most Interesting Man and celebrate with legendary artist Q-Tip on November 22, 2014. Through October 31, fans can enter the contest by posting Masquerade and Halloween photos to Instagram using #XXMasquerade or by uploading them to XXMasquerade.com. Fans can also enter by purchasing Dos Equis and texting/emailing a photo of their receipt to XX@DESWEEP.com. Every photo posted, uploaded or texted/emailed represents another chance to win.

“For Dos Equis, it’s the unique twist that we put on everything we do that makes the brand stand out. Cutting-edge virtual reality technology offers the chance for thousands of consumers to experience the intrigue and surprises of the Most Interesting Man’s Masquerade party” said Gwendolyn Boyce, Brand Director for Dos Equis.

As part of this year’s Masquerade, The Most Interesting Man will be featured in a campaign-themed commercial  slated to run through October. The 15-second spot features the icon offering his take on Masquerade Parties: “Sometimes it’s best to be yourself. This is not one of those times.”

Dos Equis will also rollout two limited-edition label designs for its Lager and Ambar brews. Each pack and bottle will feature new branding, that too, is donning its own mask. The brand will also sponsor several Halloween-themed events nationwide, including Music Midtown, Life is Beautiful, Pacific Beachfest, ALONE, Monster Bash and HARD Day of the Dead.

For the most up to date information on the 2014 Dos Equis Masquerade or Dos Equis overall, visit  www.DosEquis.com/Masquerade or Facebook.com/DosEquis

Unmasked at the Dos Equis Masquerade celebration