Dos Equis College Football
Tailgate Throwdown
Dos Equis wants to be the official beer brand of college football, to break through the crowded market we decided to focus on a niche audience of tailgaters.
Creative Direction • College Football • Celeb Contest
how it came to life
step 1:
The Idea:
Leverage the creativity and inventive spirit of our audience to host a reality-tv-inspired tailgate pitch off with real consumers and a panel of expert judges.
FIND CONTESTANTS
step 2:
JUDGES SELECT THEIR FAVORITE
step 3:
AMERICA VOTES
step 4:
BRING THE WINNING TAILGATE TO LIFE
