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."