To celebrate Halloween, Dos Equis has created a multi-platform interactive platform, Masquerade, hosted by none other than The Most Interesting Man in the World.

This year’s Masquerade, which “takes place” at the host’s New Orleans manor, can be experienced both online (through the Dos Equis website) and also at bars and parties across the U.S. through virtual reality experiences in which fans don an Oculus Rift headset.

As Dos Equis parent Heineken notes in a press release, “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.”[more]

During the masquerade interactive experience, virtual visitors embark on a search for one of The Most Interesting Man’s most valuable possessions. Choosing the right path through his manor could also win six lucky users an all-expense paid trip to New Orleans for a real Dos Equis Masquerade on November 22nd, with appearances by Q-Tip and, of course, the Most Interesting Man himself.

As with last year’s Masquerade campaign, Dos Equis Masquerade 2014 also includes limited-edition packaging and point-of-sale materials for retailers.

The “world’s most interesting man,” created in 2006 by Euro RSCG, features Jonathan Goldsmith as “the man” with narration is by Frontline’s Will Lyman. Goldsmith credits his friend, Fernando Lamas, as the character’s inspiration.

About the immersive, unprecedented virtual reality experience, Havas NY recently tweeted:

.@DosEquis will be one of the first brands to use Oculus Rift in a meaningful way with an interactive movie. @HavasWWNYC #ANAMasters — Havas Worldwide (@havasww) October 20, 2014

According to Oculus VR Chief Scientist Michael Abrash, incorporating the Oculus Rift headset will make the experience “the closest thing yet to a consumer-bound product that can deliver what virtual reality experts call presence.” As Abrash told Engadget, “Presence is an incredibly powerful sensation, and it’s unique to VR; there’s no way to create it in any other medium. Most people find it to be kind of magical.”

Other brands innovating in the space include Marriott Hotels, “teleporting travelers” to the beaches of Hawaii and downtown London, and Paramount Pictures, who has partnered with IMAX. Lexus and Wells Fargo are also experimenting with VR apps.

The Dos Equis Masquerade stays true to the brand’s “Stay thirsty, my friends” tagline, beckoning visitors to a virtual brands experience with a little magic and a little presence, an engaging mix of digital savvy and VR. The sweepstakes contue through Nov. 10.

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[Images via Dos Equis]