White Plains, New York-based Dos Equis is welcoming the return of college football by giving fans a “Dos of game day.” Through Jan. 20, Dos Equis beer drinkers and college football fans have the chance to win weekly prizes leading up to the championship game.
The grand prize winner will take home the Ultimate Game Day entertainment set.
“Dos Equis continues to support college football and their passionate fans. Dos Equis Lager is 55 percent more likely to be purchased for attending a tailgating event than other offerings in the Mexican Imports segment, and 83 percent more likely compared with the rest of the beer category. There’s no denying the enthusiasm Dos Equis consumers show for college football,” said Ashleigh Phelps, senior brand manager.
“Dos Equis owns the Mexican Imports ‘College Sports Fandom’ arena across on- and off-premise channels, over indexing in sports watched, attended and fan engagement. We know 64 percent of Dos Equis consumers are college sports fans and in team-sponsored states, Dos Equis ranks higher than its competitors, including Modelo Especial, Stella Artois, Guinness, Corona Extra and Pacifico on draught. Retailers should expect college football fans to stock up on Dos Equis for gameday, and can capture incremental sales and profits with impactful merchandising and display.”
The Dos Equis College Football program drives engagement at POS by encouraging shoppers to snap a picture of themselves with Dos Equis and upload the photo to DosEquis.com/Fan to enter the sweepstakes. Weekly prizes include LED signs and branded hats and T-shirts. The grand prize winner will take home the Ultimate Game Day entertainment set, which includes a home theater sofa and smart table.
The activation utilizes multiple touchpoints to drive consideration and trial via branding, including retail theater and POS. Branded merchandise for on- and off-premise includes dress-up kit displays, standees, tuck cards, base wraps, cooler decals, tap handle toppers, pennant streamers, tailgate tables and chairs, T-shirts, stadium clear bags, helmet piñatas, hats and inflatable footballs.
The program is also supported with social and digital advertising to drive brand awareness, store traffic and high basket ring.