DOS EQUIS
We didn’t just show up for gameday, we went for Dos!
In college football, the biggest moments belong to those willing to take a chance. So when Dos Equis set out to own the game's boldest play, the two-point conversion, we took that same spirit beyond the broadcast and straight into the heart of college football culture.
As part of the Clio-winning GO FOR DOS campaign, Amplified brought the brand's rallying cry to life through a five-stop national roadshow, transforming marquee matchups into two-day celebrations of fandom, music and beer.
College Football Roadshow
Friday nights kicked off with high-energy bar takeovers, building momentum for Saturday's main event, the Dos XX Conversion Club. A custom-built, two-story tailgate destination brought fans together through live sets from DJ duos including Nina Sky, Disco Fries and VAVO, interactive football challenges, shareable moments and, of course, ice-cold Dos Equis.
From Texas A&M and Oklahoma to Arizona State, Texas Tech and UCLA, we took Dos Equis beyond traditional sponsorship and into the rituals, rivalries and celebrations that make college football a cultural phenomenon.
The result? A roadshow that delivered more impact with fewer stops, driving a 110% increase in average attendance, a 208% increase in average product sampling and a 66% increase in average consumer data capture compared to the previous year.
Fewer stops. Bigger crowds. More meaningful connections.
A new playbook for taking the Dos Equis experience beyond the game.
A Clio Award-Winning Experiential Campaign
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