Dos Equis sets out to ‘Save our Saturdays’ by encouraging consumers and college football fans to text ‘SOS’ to be in with a chance of scooping its branded bag of tailgating swag.
The Heineken-owned brand, the official beer sponsor of the College Football Playoffs, has launched the new promotion, to connect with fans feeling down about the pandemic enforced absence of communal activities surrounding the new college football season.
Developed with agency Fast Horse, the activation runs from September through November and urges fans to text ‘SOS’ to 77000 to win a package of tailgating gear led by a Dos-In-One Grill Pack (featuring a single-use charcoal grill inside a box which becomes a cornhole set after use) and/or all-access streaming codes to watch games.
The brand’s signature ‘Seis-Foot Cooler’, which was introduced during the summer, also makes a comeback as social distancing requirements continue into the autumn football season.
The ‘SOS’ initiative is promoting via a PR push and through a set of video and image content piece running across the brand’s social channels.
These are also shared by brand endorser and former football star turned TV presenter Anthony Adams and ambassador and ESPN sports broadcaster Chris Fowler (best known as the host of College GameDay between 1990 and 2014 and the channel’s primary college football studio host from 1989 until 2014.
This season, @DosEquis is out to Save Our Saturdays. Just text SOS to 77000 for a chance to win a #TailgateAnything package featuring the gear in this video with commentary from yours truly. 21+ #NoPurNec Rules: https://t.co/QQT1z4bnbI #dosequispartner pic.twitter.com/Z12XTPFfuB
— Chris Fowler (@cbfowler) September 29, 2020
It doesnt take much for the Oldheads to tailgate & @DosEquis hooked them up! Text SOS to 77000 for your chance to win some most interesting #TailgateAnything gear, including a Dos-In-One Grill, Seis-Foot Cooler,& more. 21+ #NoPurNec Rules: https://t.co/zMQ4RrXDUK #DosEquisPartner pic.twitter.com/sLfen8oNgZ
— ANTHONY ADAMS (@spiceadams) September 29, 2020
Comment:
The campaign is activates the brand’s partnership with CFP: an organisation administering operations of the College Football Playoff consisting of members ofthe 10 FBS conferences (American Athletic, Atlantic Coast, Big Ten, Big 12, Conference USA, Mid-American, Mountain West, Pac-12, Southeastern and Sun Belt) and the University of Notre Dame.
The tailgate initiative follows on from the brand’s ‘Pour-By-Pour Commentator’ football themed activity, also fronted by Chris Fowler, which consists of a series of cerveza play-by-play social spots such as ‘Bubbles’ and ‘Cheers’.
The campaign also coincides with Dos Equis’ umbrella brand refresh which includes rolling out new packaging that highlights the brand’s Mexican heritage.
Dos Equis’ football marketing approach echoes that taken on by other brands such as NFL partner Pepsi which ran a ‘Tailgate in a Box’ sweepstakes at the start of the season which saw the soft drinks giant deliver kits of supplies for football fans to hold their own tailgate party at home (see case study).
The brand also created team-specific packaging and contests to appeal to football fans. Among the prizes was a Buffalo Bills-themed tailgate truck, which attempts to recreate infamous Bills gameday traditions
The brand’s college football activation dates back to its 2016 ‘Official Beer Of College Football’ campaign (see case study)
Links:
Dos Equis
https://www.youtube.com/user/dosequisbeer
https://www.instagram.com/dosequis/
Fast Horse
College Football Playoffs
https://collegefootballplayoff.com/
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