By Barry Janoff
November 1, 2016: Dos Equis has a new “Most Interesting Man in the World,” but can he truly be interesting unless he makes an appearance at the college football National Champion game in January?
Consider that a done deal.
Dos Equis, finishing the first year of a multi-year deal as official beer sponsor for the College Football Playoff, is takging its Most Interesting Man to Tampa’s Raymond James Stadium for the National Championship on Jan. 9, 2017.
For added enhancement Dos Equis will also bring the helicopter RV from the new Most Interesting Man "Stay Thirsty" commercial "for tailgaters to get in on the action."
The deal, signed with ESPN, includes on-site, on-pack and integration rights and markings for the Playoff, New Year's Bowls and National Championship. According to the beer brand, "The CFP has proven to be a key platform for reaching consumers 21+ during one of the most exciting sports events of the year."
In addition, Dos Equis said it would be activating "interesting and unique tailgates throughout the season, at conference championship games — most notably the SEC Championship in Atlanta in partnership with the College Football Hall of Fame — the "New Years' Six" bowl games, CFP semifinals and the National Championship."
The new spot spotlighted Dos Equis' alliance with college football when the Most Interest Man carved a football out of a coconut and then kicked it through two giraffes, whose necks were acting as goal posts. Not a surprise considering that "he played college football . . . in high school."
Dos Equis said that a separate version of the spot "utilizes ESPN's emerging VFX technology to transition from the Serengeti into a live football game in real time."
Two new football-themed commercials will break later this month.
Marketing support also includes the Dos Equis "Go for Game Day Greatness" sweepstakes, with a grand prize trip for two to the CFP National Championship in Tampa. Other prizes include tailgating grills, tents, entertainment centers and TVs.
Sweepstakes codes can be found on special CFP-themed bottles of Dos Equis Lager Especial and Dos Equis Ambar. (Details here.)
In alliance with Snapchat, Dos Equis said it would unveil a national filter during the National Championship that will "showcase Dos Equis' commitment to the College Football Playoff with The Most Interesting Man in the World."
"Working with the College Football Playoff and ESPN is a remarkable opportunity to help our consumers 'Stay Thirsty' during one of the biggest sporting events in America," Andrew Katz, vp-marketing for Dos Equis, distributed in the U.S. by Heineken said in a statement.
"(This) has been a groundbreaking year for the brand with this sponsorship, multiple partnerships with Snapchat, and the evolution of The Most Interesting Man in the World, and we're committed to elevating the beer drinking experience for fans whether at the stadium, at home or at their local watering hole," said Katz.
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