WHITE PLAINS, N.Y. -- Dos Equis is revealing the import brand's most interesting "Game within the Game" January through March 2010 consumer program designed to capture the sports enthusiast's attention and to help grocery, liquor and convenience store retailers.
Playing off the popularity of the brand's "Most Interesting Man" campaign, Dos Equis Game within the Game program provides consumers 21 and older with instant interactive solutions that will help them "entertain with a more interesting edge before, during and after the game." Party suggestions including games and [image-nocss] party tips intended to keep party guests engaged during those "lull in the action" moments throughout the game.
"We have created the Game within the Game program to drive display activation, purchase and trial of Dos Equis Lager and Ambar beer by appealing to sports-viewing enthusiasts who want to make their social gatherings the most interesting and fun they can be," said Brett Steen, channel marketing manager for Heineken USA Inc. "The program includes all of the elements consumers will need to energize their party during the winter sports season and provides our retail partners with the tools to provide added value to their customers and improve their own bottom line."
At retail, point-of-sale (POS) materials, pole toppers and display enhancers including branded dartboards and travel game briefcases will help create Dos Equis in-store destinations where consumers are invited to receive instant access to fun, as well as entertaining ideas via their mobile phone. A text-in code will be featured on all POS elements encouraging shoppers to receive instant social content including up to 15 games and tips throughout the 13 week promotion. After the promotion, consumers are invited to stay engaged and connected to Dos Equis through social outlets including Facebook, which they can access at home or via their mobile phone.
In addition, instant rebate coupon (IRC) and manufacturers instant rebate (MIR) cross-merchandising offers pairing Dos Equis with entertaining snack foods perfect for sports-viewing occasions will encourage consumers to serve Dos Equis.
White Plains, N.Y.-based Heineken USA, a leading U.S. beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the United States include Heineken Lager, Heineken Premium Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.
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