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.
Introducing... ClickZ Live!
SES Conference & Expo has merged with ClickZ to bring you ClickZ Live! The new global conference series takes on the identity of the industry's premier digital marketing publication, ClickZ.com, and kicks off March 31-April 3 in New York City. Join the industry's leading tech-advertisers in the advertising capital of the world! Find out more ››
*Super Saver Rates expire Jan 24.
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.
December 5, 2013
1:00pm ET / 10:00am PT
December 12, 2013
1:00pm ET / 10:00am PT