Dos Equis Activates College Football Program

Dos Equis, sponsor of the College Football Playoff, has activated a support program to drive its sales throughout the college football season, incorporating TV ads, digital and mobile partnerships, limited-edition packaging and special offers. In addition, it will execute fan engagement on-site at the College Football Playoff Semifinals, the College Football Playoff National Championship, and the “New Year's Six” bowl properties.

From September through January, Dos Equis will run national TV spots, while digital and mobile partnerships will direct consumers to the mobile sweepstakes hub, which will offer exclusive college football content and the chance to win weekly prizes and a VIP experience at the College Football Playoff National Championship in Tampa Bay, Fla. At retail, POS materials such as standees, pennant streamers, price cards,cooler decals and more will drive awareness and engagement, as will limited-edition packaging and cross-merchandise efforts with snacks and Jameson Irish Whiskey.

On-premise, Dos Equis will provide tap-handle bases, table tents, coasters, banners and pennant streamers to drive sales and promote the sweepstakes, and will also provide samples to consumers aged 21 and older.