Dos Equis is out to wow college football lovers with a campaign featuring comedian/actor Rob Riggle and a contest offering a novel grand prize: Getting your very own, life-size statue in the College Football Hall of Fame.
The campaign promotes the brand’s search for “The Most Interesting Fan of College Football.”
To vie for a place in the sport’s Hall of Fame, consumers will need to submit a video pitch telling why they’re the greatest college football fan in America, using #MostInterestingFanSearch, on DosEquis.com, Twitter or Instagram.
The contest will run from the first week of the college football season (which kicks off on Sept. 2) through the last week of games (Nov. 14).
Dos Equis, the official beer sponsor of the College Football Playoff (CFP), chose Riggle (above right, with Dos Equis’s current “Most Interesting Man in the World,” actor Augustin Legrand) as the campaign spokesperson because he’s a self-proclaimed college football fanatic.
In an interview with Brobible, Riggle confirmed that the Hall of Fame statue is “for real” — although, he joked, it “may get put in the bathroom eventually.”
Dos Equis signed its multi-year CFP sponsorship deal last December. It gives the brand rights to use the CFP logo on its packaging and to use the CFP marks in marketing year-round, do on-site promotions during CFP games, and create/distribute advertising content for the CFP semifinals, national championships and “New Years’ Six” bowl properties. In addition to integration throughout ESPN's CFP coverage, Dos Equis will have a presence across ESPN's platforms throughout the regular season.