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Dos Equis is set to launch a new fully-integrated retail and on-premise campaign in an effort to drive engagement during a notoriously sluggish period for beer sales.
The brand's "Marks the Spot" promotion will run from Feb. 1 through the end of March and will feature a daily virtual treasure hunt that urges consumers to locate the brand's XXs for a chance to win winter experiences, including the grand-prize ski week for four.
Each day Dos Equis will release up to 100 virtual XXs in locations nationwide, which will be displayed online for 24 hours when the program goes live. To collect the XXs, consumers can visit a participating retail or on-premise outlet highlighted on that day's map, purchase Dos Equis, and upload a selfie with their purchase to Twitter or Instagram using the #DosEquisWinter hashtag. Three winners will be selected daily for a total of 180 prizes throughout the promotion.
“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," said Ryan Thompson, brand director for Dos Equis, a brand of Heineken USA.
In support of the campaign, 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.