To avoid an abbreviated Sunday celebration on May 5, the Mexican beer brand is pushing DosdeMayo.com.
Because Cinco de Mayo 2013 falls on a Sunday, Mexican beer Dos Equis wants to bump the celebration up to a more party-friendly day to prevent a "Cinco de Lemma."
As a result, the brand has launched DosdeMayo.com and its spokesman, the Most Interesting Man in the World, is promoting May 2 as an alternative.
The site includes a video with the Most Interesting Man in the World; content from Facebook, Twitter and Instagram; a bar locator to find local Dos de Mayo activities; the ability to enter information about hosted events on Facebook; recipes for dishes like Baja Fish Tacos and a Dos-arita; and tips, such as ten new bands "certain to impress any lady," such as the woman "who can still make stonewashed jeans look awesome" and the woman who "shows up for your date rocking a healthy dose of eyeliner."
Dos Equis says its Bar Locator tool will "help connect like-minded party-seekers with local bars and restaurants that serve Dos Equis."
In addition, DosdeMayo.com will house content like details on a Dos de Mayo kickoff contest with Maxim magazine and a link to the official Dos de Mayo Facebook invite "so fans everywhere can plan and share their party details online," the brand says.
A Dos Equis rep was not available for comment.
The push kicked off on April 2 with a call to action from the Most Interesting Man in the World:
As of Friday, it had 16,000 views.
Dos Equis has also created a Dos de Mayo infographic for the occasion. It has stats like: this will be the first Dos de Mayo celebration; more than 36,000 Most Interesting Man cardboard figurines have been shipped nationwide; 70 million pounds of avocado is consumed annually on Cinco de Mayo; and the Cinco de Mayo holiday makes May the biggest selling month of the year for Dos Equis.
Dos Equis is asking fans to use the hashtag #DosdeMayo on Facebook, Twitter and Instagram to help promote the campaign.
Dos Equis has 2.3 million Facebook fans and about 8,000 Twitter followers.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.