Drinkers of Dos Equis are already familiar with The Most Interesting Man. Now the brand is looking for the Most Interesting Fan.
This September, Dos Equis will return as the official beer sponsor of the College Football Playoff while searching for one particularly passionate fan. This winner will receive a personalized life-sized statue in the College Football Hall Of Fame.
The fully integrated campaign will take place over 14 weeks during the college football season with TV, OOH, radio and digital advertising to drive awareness and fan engagement. In four TV spots, amplified by live integrations with ESPN, comedian Rob Riggle will try to prove to The Most Interesting Man that he is The Most Interesting Fan.
In one spot, ‘The Most Interesting Man’ will chisel away at the winner’s life-sized statue, only to be interrupted by Riggle. The first TV spot will air September 2nd, the opening week of college football; all four spots will run throughout the season.
On-premise and on-site experiences will promote ‘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. Off-premise, Dos Equis will drive awareness and visibility at the point of purchase with packaging, localized dual-branded POS, and a new partnership with Dr. Pepper.
People can use #MostInterestingFanSearch to enter the contest on Twitter, Instagram and at DosEquis.com by sharing photos, videos or a simple 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 a Dos Equis event on Jan. 7, 2018.