He doesn't always go on nationwide bar crawls. But when he does, it's via Oculus Rift

Marketing legend has is that Cuba imports cigars from him, mosquitoes refuse to bite him purely out of respect, and, in museums, he is allowed to touch the art. Yet, in the coming weeks, far less interesting bar-goers can help this modern hero locate his most treasured item from within his own universe — and maybe even win a trip.

Through the end of November, the Dos Equis beer company be equipping bars in “key markets” (many of which are in the Southwest US) with a total of 21 Oculus Rift headsets, the Wall Street Journal reports. Using the headsets, drinkers will enter the virtual reality of The Most Interesting Man In The World (TMIMITW), Dos Equis’ popular long-time mascot, with the goal of helping locate his lost little black book. The brand’s agency, Havas Worldwide New York, along with production company m ss ng p eces, hopes to reach 1,000 to 2,000 bar patrons with the set-ups, but far more fans through online and social media-based attention.

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