The goodbye of Dos Equis’s Most Interesting Man gave fans everywhere the chance to look back and say goodbye using #AdiosAmigo. We utilized a 24/7 social response team to console diehard fans and gave them custom profile pictures, links to conspiracy theory web sites, a google chrome plug-in and a grief counseling hotline to help them memorialize the Most Interesting Man In The World. We created video content featuring characters from The Mission To Mars TV Commercial saying farewell and sharing a memory. These videos were seeded in social media to bring awareness to #AdiosAmigo.