Dos Equis Marks the Spot campaign designed to boost beer sales during slower months
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 www.dosequis.com 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.