WHITE PLAINS, N.Y. – While Dos Equis drinkers are familiar with the College Football Playoff and ‘The Most Interesting Man’, the nationwide search is on to find college football’s ‘Most Interesting Fan.’ This September, Dos Equis® is returning as the official beer sponsor of the College Football Playoff and celebrating all the fans who “Stay Thirsty” and choose “Game Day Over Everything”, but will anoint only one as ‘The Most Interesting Fan.’
This passionate fan will be awarded the unique opportunity of a personalized life-sized statue placed in the College Football Hall Of Fame, something no brand has done before. In the competitive mix, along with college football fans nationwide, is A-Class talent, including Rob Riggle, comedian and die-hard college football enthusiast, and college football legends to be announced.
Beginning in September, the fully integrated campaign will be brought to life over 14 weeks during the college football season with TV, OOH, Radio, and Digital advertising to drive awareness and fan engagement. In four comedic TV spots, amplified by live integrations with ESPN, Riggle will try to prove to ‘The Most Interesting Man’ that he is ‘The Most Interesting Fan’. In one spot, fans will see ‘The Most Interesting Man’ chiseling away at the winner’s life-sized statue, only to be hysterically interrupted by Riggle, determined to prove that he is ‘The Most Interesting Fan’. The first TV spot will air September 2nd, the opening week of college football; all four spots will run throughout the season.
“It’s incredible to be a part of this campaign because it highlights the spirit and passion college football fans share every Saturday during the season,” says Riggle. “I’ve been a huge fan of college football all my life, so I’m excited to represent all those other diehards that put ‘Game Day Over Everything’ as they showcase their most interesting traditions for their teams.”
On-premise and on-site experiences will celebrate ‘The Most Interesting Fan’ at sampling events at participating accounts, at the Playoff Semifinals, and at the Hall of Fame in Atlanta during the national championship game. College football legends will also surprise fans at key match-ups all season long, raising a Dos Equis® and encouraging tailgaters to showcase why they belong in the College Football Hall of Fame.
Off-premise, Dos Equis® will drive awareness and visibility at the point of purchase with standout packaging, localized dual branded POS, and a new partnership with Dr. Pepper®. Fans and shoppers can use #MostInterestingFanSearch to enter the contest on Twitter, Instagram and at DosEquis.com by sharing photos, videos or a simple tweet stating why they should be considered. Two finalists will be chosen in November and one winner will then be inducted into the College Football Hall of Fame in Atlanta, GA at an exclusive Dos Equis event on January 7, 2018.
“Dos Equis® search for the ‘Most Interesting Fan’ is a great way to keep already engaged consumers even more engaged in the games and with the brand,” says Karla Flores, Brand Director for Dos Equis®. “Shoppers preparing for gameday are three times more likely to purchase Dos Equis® beer for the sports viewing occasion, are more likely to drink Dos Equis® during key football occasions versus other leading Mexican Imports, and Dos Equis® shoppers are 22% more likely to attend College football games,” continued Flores.
“Beyond the beer, the great football-themed prizes, the chance to win tickets to a NY6 game, and a VIP trip to the College Football Playoff National Championship, our search for ‘The Most Interesting Fan’ is a great way to build on the momentum from the CFP partnership. While tailgating at the stadium, home-gating or watching games at your neighborhood bar with friends, Dos Equis Lager Especial and Dos Equis Ambar are refreshing and flavorful imported lagers that pair perfectly with college football drinking occasions.”
The search for the Most Interesting Fan brings fun to the Dos Equis® CFP platform and engages with the right audience. The campaign drives consideration and taps into the passion and intensity of college football and the beer drinking ritual. Dos Equis® and CFP fans are always seeking interesting and engaging experiences, and this unique build on the brand platform unites a ‘Most Interesting Fan’ with ‘The Most Interesting Man’ in a most interesting promotion.
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HEINEKEN NV, the world’s most international brewer. Core brands imported into the U.S. are Heineken®, the world’s most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
ESPN, the world’s leading sports entertainment company, features more than 50 assets – eight U.S. television networks, ESPN International, ESPN Radio, ESPN.com, ESPN The Magazine, and more. ESPN is 80 percent owned by ABC, Inc. (an indirect subsidiary of The Walt Disney Company) and 20 percent by The Hearst Corporation.
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