Dos Equis Launches ‘Game Changer’ Activation

Dos Equis, a brand of Heineken USA, is taking the sports-viewing experience to the next level with its Dos Equis Game Changer activation, running through March.

At retail, the Dos Equis Game Changer program elements are designed to engage POS and channel-relevant offers that inspire consumers to create unique game-viewing experiences and share that excitement with friends. The brand also offers cross-merchandising instant redeemable coupons and mail-in rebate offers on the purchase of select high-margin food items and Dos Equis Lager and Ambar.

In the on-premise, Dos Equis invites patrons to get into the competitive spirit by submitting their own version of the television legend lines for a bracket tournament. The best legend lines are selected by the bar staff and showcased on the official Most Interesting Bracket Poster. At the end of the tournament, patrons can return to the account to vote for their favorite lines. The Most Interesting Legend Line winners earn localized Dos Equis rewards.

“Dos Equis consumers are big sports fans who embrace the passion and emotion of the January through March football and basketball tournament season,” said Gwendolyn Boyce, brand director for Dos Equis at Heineken USA. “The Most Interesting Legend Line Tournament leverages our successful Most Interesting Man campaign by engaging consumers in a competitive way on-premise, while also generating return traffic for the account.”

Heineken USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer.