Agency takes Silver in Fan Engagement Partnerships & Sponsorships and Bronze in Partnership & Sponsorship Brand x Media
Dos Equis turned college football's boldest play into a branded entertainment platform. Through a first-of-its-kind partnership with Disney and ESPN, the GO FOR DOS campaign transformed the two-point conversion into a cultural moment. With Chris Fowler-led segments, branded SportsCenter features, and immersive fan activations, the brand fused editorial storytelling with advertising in a way that felt fresh, disruptive, and destined.
Campaign extensions through social influencers, a one million beer sweepstakes—amplified by college and professional football legend Drew Brees, and immersive onsite consumer experiences at the most prominent college football games of the season, Dos Equis didn't just entertain, it became part of the game.
The Challenge
College football is highly competitive both on and off the field. Dos Equis needed to break through the competitive clutter and stand out as the premier product for college football by doubling down on awareness-driving efforts with core buyers in the Sunbelt states. Dentsu X was tasked with developing a comprehensive 360-degree program to drive awareness of Dos Equis through a meaningful association with college football. Additionally, we were asked to negotiate a major partnership deal without compromising short or long-term financial flexibility.
The Solution
We developed a comprehensive strategy and built a robust program in partnership with Disney, who had newly acquired rights to the SEC, to establish Dos Equis as a key college football partner. We secured brand rights to become the first-ever sponsor of the 2-point conversion, playing on the "Go for Dos" campaign platform, and developed a custom TV commercial featuring ESPN's Chris Fowler.
Dos Equis maintained a strong presence during the pre-season and throughout the season, including critical coverage during the playoffs. The campaign also included dynamic connected TV ads featuring partner schools, brand presence around school stadiums, and the extension of the custom Dos Equis x ESPN CFB logo in store displays and on product packs.
About Clio Sports
Clio Sports, founded in 2014, is one of five verticals developed by the Clios to celebrate creative excellence in a specialized field. The program champions boundary-pushing marketing, advertising, and communications from the teams, leagues, brands, agencies, and media brands that shape sports culture. Each cycle, leaders from across the global sports industry convene to determine which entries will earn the prestigious Grand, Gold, Silver, and Bronze Clio Sports Awards
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