Dos Equis Mixes Fire Breathers with Sampling in Miami
As if Miami isn’t hot enough, the temperature reached new heights when Dos Equis tapped into the city’s annual 24/7 week-long Winter Music Conference to promote its imported Mexican beer and “Mexicool,” its theme for 2006. Dos Equis transformed the historic National Hotel on Ocean Drive with its famous pool and sand lounge into a pulsating four-hour brand experience with tribal drummers, fire breathers, native go-go dancers, branded Mayan statues and an army of tray-toting Dos Equis sampling models. Tijuana dj performance act Nortec Collective provided a Mexican beat.
The four-hour party targeted Dos Equis influencer consumers, those urban cool men and women ages 21-35 who groove on the metro nightlife, by offering a premium experience and contemporizing the brand’s associations with authentic Mexico. It was a thirsty bunch as well. Attendees downed 3,548 bottles of brew while Dos Equis achieved 1,156 consumer impressions and millions more in media and publicity.