Dos Equis, a premium Mexican beer brand of White Plains, N.Y.-based Heineken USA Inc., introduced a new, fully integrated digital retail and on-premise promotion aimed at driving sales during a period when beer sales typically hit a lull, the brand says. Dos Equis Marks the Spot will run from Feb. 1 through the end of March, with targeted digital platforms and in-store elements inviting consumers to participate in a daily virtual treasure hunt to locate the brand’s famous XXs for the chance to win the “most interesting” winter experiences.

Each day 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 SpotMap on for 24 hours. 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, purchase Dos Equis beer, and upload a selfie with the Dos Equis purchase to Twitter or Instagram using the hashtag #DosEquisWinter. Three winners will be 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 at Heineken USA, in a statement. “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, Google Search and to deliver targeted content and drive shoppers to the online game and offer printable coupons and rebates where legal. In-store, occasion-relevant display and point-of-sale elements also will be used to generate excitement and encourage participation. In addition, the brand expects that the selfies uploaded for entry will create sharable social content that will drive traffic and repeat purchase at retail.

 “The Dos Equis Marks the Spot program marks our first holistically digital program,” Thompson said. “By partnering with dynamic digital vendors including, 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.”