Home  › Marketing › Strategies
dos-equis-dos-de-mayo

Dos Equis Proposes Cinco de Mayo Alternative

  |  April 8, 2013   |  Comments

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.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Lisa Lacy

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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...