BUSINESS OBJECTIVE Every Mexican beer brand thinks that Cinco de Mayo is "their day" and it’s hard to break through without Corona's budget. So change the game by changing the date, literally. Make Dos de Mayo, or May 2nd, the day to celebrate and reward those who are willing to join us.

STRATEGY Dos de Mayo was a truly collaborative initiative for all of Dos Equis' agencies. My team was tasked with promoting the whereabouts of our Taco Truck handing out cricket tacos by working directly with Twitter and Foursquare to create check in points and up to date location information. We also created video content for social media channels to annouce Dos de Mayo and drive traffic to participating bars.

CREATIVE DELIVERABLES 

Video Production

Social Media Strategy

Paid Digital Media

RESULTS

Dos Equis experienced a 24.8% lift in cases during the 2012 Cinco season