WHITE PLAINS, N.Y. -- Dos Equis, a leading premium Mexican beer brand, has introduced Dos Equis Marks the Spot, a fully integrated digital retail and on-premise promotion aimed at inspiring consumers of legal drinking age and above to action and driving incremental sales of Dos Equis during a period when beer sales typically hit a lull.
From February 1 through the end of March, targeted digital platforms and engaging in-store elements invite consumers on a daily virtual treasure hunt to locate the brand's "XXs" for the chance to win winter experiences.
Everyday throughout the program period, Dos Equis will release up to 100 virtual XXs in locations across the country. It will display these XXs on the Dos Equis Marks the Spot Map on the Dos Equis website at www.dosequis.com/winter for 24 hours when the program goes live beginning February 1.
To collect the virtual XXs, participants must visit a retail or on-premise outlet in one of the XX locations highlighted on that day's map and purchase Dos Equis. Shoppers then upload a selfie with their Dos Equis purchase to Twitter or Instagram using #DosEquisWinter to enter the sweepstakes.
The company will select three winners daily for a total of 180 prizes awarded throughout the promotion. Prizes range from lift tickets to a grand prize ski week for four.
"The late winter months, between February and March, represent a quiet time for beer promotions as marketers are focusing their attention on spring programming," said Ryan Thompson, brand director for Dos Equis at Heineken USA. "This presents a unique opportunity for Dos Equis to step up to the plate and provide retailers with a solution to drive incremental winter sales and consumers with the opportunity to up their winter experiences with the brand that connects to their favorite activities and adventures of the season."
To drive awareness, Dos Equis is partnering with digital vendors including Brand.net, Google Search and Coupon.com to deliver targeted content and drive shoppers to the online game and printable coupons/rebates (where legal). In-store, occasion-relevant display and point-of-sale (POS) elements will generate excitement and encourage participation. Selfies hashtagged and uploaded for entry create sharable social content that will drive traffic and repeat purchase at retail.
"The Dos Equis Marks the Spot program marks our first holistically digital program," Thompason said. "By partnering with dynamic digital vendors including Coupons.com, Brand.net and Google,we are tapping into current digital trends and making it easier for shoppers to engage with Dos Equis at multiple touchpoints including retail and on-premise outlets."
White Plains, N.Y.-based Heineken USA Inc., a leading upscale beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. Heineken USA also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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