This Dos Equis Promotion Helps College Football Fans Celebrate
Katherine Pendrill — October 12, 2016 — Lifestyle
References: xxgoforgamedaygreatness & fb101
Earlier this fall, Dos Equis launched a new campaign to help college football fans celebrate game day with the brand. As the Official Beer Sponsor of the College Football Playoff, Dos Equis' retail and on-site promotions allow the brand to specifically target students looking for new game day experiences.
The Dos Equis college football campaign revolves around a sweepstakes that gives fans a chance to win a VIP experience at the College Football Playoff National Championship in Florida. Through digital and mobile partnerships, fans will be able to access a mobile sweepstakes hub, where they can enjoy exclusive football content and enter to win different prizes. The brand will also encourage fans to enter the sweepstakes at local bars with branded coasters, banners and other merchandise. As Dos Equis Vice President Marketing Andrew Katz explains, the new campaign "provides college football fans with everything they need to elevate their game day experience and aspire to game day greatness in Dos Equis’ celebrated 'Stay Thirsty' style."
The Dos Equis college football campaign revolves around a sweepstakes that gives fans a chance to win a VIP experience at the College Football Playoff National Championship in Florida. Through digital and mobile partnerships, fans will be able to access a mobile sweepstakes hub, where they can enjoy exclusive football content and enter to win different prizes. The brand will also encourage fans to enter the sweepstakes at local bars with branded coasters, banners and other merchandise. As Dos Equis Vice President Marketing Andrew Katz explains, the new campaign "provides college football fans with everything they need to elevate their game day experience and aspire to game day greatness in Dos Equis’ celebrated 'Stay Thirsty' style."
Trend Themes
1. Beer-led Promotions - Creating sweepstakes, events, and other promotions that use beer to attract, retain and engage customers at big events like football games.
2. Digital & Mobile Partnerships - Leveraging digital and mobile channels to reach and motivate sports fans and consumers who are looking for exclusive content and experiences that come from beer and local bars.
3. Content-driven Experiences - Developing a hub of football content that fans can engage with, share, and interact with while in bars or at home, to get them more involved and excited about the Dos Equis brand and college football sponsorship.
Industry Implications
1. Beer Industry - Breweries and beverage brands looking to expand their customer reach and promote their products by sponsoring sports events and leagues and offering unique experiences to fans and consumers.
2. Sports Entertainment Industry - Companies that specialize in organizing and promoting sports events, leagues, and competitions, and who are seeking partners to help enhance the fan experience and engagement through promotions and sweepstakes.
3. Digital Marketing Industry - Agencies and marketing firms specializing in digital and mobile advertising, who can help brands like Dos Equis reach consumers and sports fans through targeted campaigns, content creation, and social media engagement.
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