The program, aimed at both retail and on-premise consumers, is designed to increase sales during a typically slow period during the first quarter of the year. The experiential campaign will invite consumers to locate the brand’s XXs using maps and digital entries. From the press release:
NEW YORK, NY (January 8, 2015) –Dos Equis, one of the fastest growing premium Mexican beer brands in the U.S., introduces Dos Equis Marks the Spot, a fully-integrated digital retail and on-premise promotion aimed at inspiring LDA+ consumers to action and driving incremental sales of Dos Equis during a period when beer sales typically hit a lull. From February 1st 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 famous XXs for the chance to win the most interesting winter experiences.
Everyday throughout the program period, Dos Equis will release up to 100 virtual XXs in locations across the country. These XXs will be displayed on the Dos Equis Marks the Spot Map on the Dos Equis website (www.dosequis.com) for 24 hours when the program goes live beginning February 1st. 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. Three winners are selected 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, 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 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.
Thompson added, “The Dos Equis Marks the Spot program marks our first holistically digital program. 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 touch points including retail and on-premise outlets. Dos Equis Marks the Spot is a win-win for our consumers and trade partners.”