Dos Equis To Offer $2 Million for Perfect March Madness Bracket

Dos Equis has announced a giveaway of $2 million to anyone that fills out a perfect bracket in the company's bracket sweepstakes during the NCAA Men's Basketball Tournament in March. More details from the company are below.

White Plains, NY (January 15, 2020) – From gut-wrenching wins to heartbreaking losses, March is the month for thrills. College basketball fans and non-fans alike cannot wait for the national championship to start and Dos Equis® is right there with them. In a February-March multi-channel promotion the fast-growing Mexican import is delivering added excitement by raising the stakes on competitive fun and asking consumers to enter their brackets for a shot at the ultimate prize of $2 million.

“In a full-court press in the run-up to the national championship match ups, we’re encouraging beer drinkers to enter our unprecedented bracket sweepstakes and stay engaged with Dos Equis® all month long,” says Reggie Gustave, Dos Equis Brand Manager. “Consumers can enter their bracket predictions on our custom microsite where one Grand Prize winner will collect $2 million if they correctly predict the winners of all 63 games. Since Dos Equis® consumers are more likely than average to watch Men’s Basketball on TV^[1], we’re reinforcing the notion that Dos Equis® is the best option for basketball viewing,” continues Gustave. “This promotion --‘The Perfect Beer for the Perfect Bracket’-- is aimed at engaging consumers in an exciting sweepstakes and helping retailers drive sales and profits through display and high-impact merchandising.”

Dos Equis® and basketball are a natural match up. College basketball fans over-index at 152 for drinking Dos Equis®, 64% of Dos Equis® drinkers are fans of college sports² and 78% of Americans consume alcohol while watching basketball^[3].

This integrated retail promotion invites shoppers to text XXBRACKET to 77000 and enter their bracket predictions on a custom microsite. The promotion is supported with eye-catching POS for display enhancement, including pole toppers, standees, tuck cards and cooler decals. On-premise support includes tap toppers, jersey koozies and branded basketballs. With Dos Equis® sales outpacing Total Beer^[4], and Dos Equis® shoppers making 31% more trips than other Mexican Import shoppers^[5], retailers and on-premise operators can count on consumer purchase and repeat throughout the tournament.

To further its commitment to college basketball, Dos Equis, in partnership with Intersport, is sponsoring the 3X3U National Championship, a three-day tournament featuring college basketball players vying for a $150K prize. The first-of-its-kind tournament –held in Atlanta, GA April 3-5 leading up to the culmination of the national championship-- will be broadcast on ESPN2, live streamed on Twitter and feature integrated retail activation.

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About Dos Equis

Dos Equis is the number one Mexican franchise draught beer in the on premise. Nationally, Dos Equis has the highest ROS among Mexican Import brands on Draft. The Dos Equis portfolio includes Dos Equis lager, Dos Equis Ambar and the new Dos Equis Mexican Pale Ale (MPA), the latest innovation brewed with citrus hops and a hint of heat. Dos Equis is imported into the US by HEINEKEN USA Inc., the nation’s leading high-end beer importer, which is a subsidiary of Heineken International N.V., the world’s most international brewer. For news and updates, follow us on Twitter & Instagram @DosEquis, or visit dosequis.com.

About Intersport

Since 1985, Intersport has been an award-winning innovator and leader in the creation of sports, lifestyle, culinary and entertainment-based marketing platforms. With expertise in Sponsorship Consulting, Experiential Marketing, Hospitality, Customer Engagement, Content Marketing, Productions and Sports Properties, this Chicago-based Marketing & Media Solutions Company helps their clients to create ideas, content and experiences that attract and engage passionate audiences. To learn more about Intersport, visit www.intersportnet.com, like us on Facebook or follow us on Twitter and Instagram.