Dos Equis Activates College Football Promotions

Dos Equis is back as the official beer sponsor of the College Football Playoff.

With a promotion in market August through October, Dos Equis will give football fans a chance to win over 400 prizes every week, including tickets to the College Football National Championship game in New Orleans, LA.

Consumers can snap a picture of themselves with a Dos Equis and upload on social media using #XXOFFICIALSWEEPS, or to the Dos Equis CFP microsite.

“It’s no secret that college football fans are checking in and cheering on their team every day of the week,” says Karla Flores, Dos Equis brand director. “That’s why we’re reminding consumers that if they consider themselves official college football fans, they should be drinking the official beer of the College Football Playoff all season long.”

Out-of-Home and digital media, PR extensions, consumer sampling (where legal), retail theater, limited-edition packaging, Bowl Game events and celebrity talent will help drive store traffic, shopper takeaway and higher basket ring, the company says.

Dos Equis shoppers are 51% more likely to buy Dos Equis for sports viewing, the company says.



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