This project encompasses a full-scale campaign for the esteemed beer brand, Dos Equis, strategically centered around College Football in the sunbelt region. Recognizing the unique and unexplored opportunity in tailgating, a cherished tradition in college football, Dos Equis aimed to establish a significant presence in this space by introducing the first ever ultimate tailgate throwdown. The campaign unfolds with the assembly of a distinguished panel of celebrity College Football judges, each possessing expertise ranging from culinary creations to orchestrating the ultimate party experience. Through a captivating and Shark Tank-inspired video shoot, genuine College Football fans presented their dream tailgate pitches. In a thrilling climax, each judge selected a contestant to collaborate with, vying for the nation's vote.The pinnacle of the campaign saw one exceptional duo crowned as the Dos Equis College Football Tailgate Throwdown champions. This triumphant pair not only secured the coveted title, but also an epic tailgate surprise for their friends. Overall, the campaign successfully solidified Dos Equis' unparalleled presence in the college football landscape.
Key Outcomes:
Over 4k submissions
Almost 20k votes
One epic tailgate
