Dos Equis will celebrate Cinco de Mayo in 2017 with a comprehensive, 360° program that features national TV advertising, media partnerships and a national sweepstakes.

To drive awareness, program buzz and conversation, a dedicated TV spot, part of its newly refreshed Most Interesting Man campaign, will be accompanied by heavy-up social media, including Facebook and Instagram, the company says. Additionally, Dos Equis is partnering with digital vendors Drizly and Touchtunes to amplify the promotional activity that runs from late March through Cinco de Mayo.

On-premise custom designed POS elements will drive engagement and incremental sales of Dos Equis, and a partnership with Jose Cuervo will capitalize on joint tequila and beer occasions. In select accounts, Dos Equis ambassadors will be on hand to sample patrons (where legal), invite them to enter the sweepstakes and encourage them to choose Dos Equis.

Sweepstakes prizes include an exclusive Cinco Fiesta Kit, and a grand prize trip to Mexico, including leisure time in Cancun.

“Dos Equis’ Cinco de Mayo programs are a proven success,” said Andrew Katz, VP of marketing for Dos Equis, in a press release. “During the week leading up to and including Cinco, Dos Equis’ display lift is two times greater than its competitors, and is 58% more likely to be purchased for special celebrations.”