FOX Sports x Dos Equis "Friday Night Dos"
The 6th Annual Awards
- Most Creative Partnership with an Athlete or Influencer
ABOUT THIS ENTRY
The “Friday Night Dos” digital series, featuring host Joey Mulinaro, a comedian and content creator, unfolded as an engaging tour across the country, spanning from Los Angeles to Tuscaloosa, Alabama. Sponsored by Dos Equis, this digital content series seamlessly blended captivating storytelling, reunions with former college teammates, and interactive fan engagement to craft a rich narrative of cherished college football memories in a lively college setting.
How does this represent “Excellence in Engagement”?
The “Friday Night Dos'' campaign achieved excellence in engagement through a meticulously planned strategy and impactful execution. Joey Mulinaro engaged with former players through interviews and fans through an interactive content approach curated for and targeted towards specific fan bases, allowing for a seamless integration of fans into the conversation. This specific strategy increased authenticity and engagement, resulting in more than 1.8 million views and 800k engagements on social media in just eight weeks. The campaign stands out as a prime example of excellence in engaging with the college football community.
Objective
The “Friday Night Dos” campaign set out to create a dynamic, digital-first experience tailored for college football fans and designed to bring "real ones" together while ensuring chosen schools were located in key markets for Dos Equis. The overarching objective was to intertwine Dos Equis within college football culture, making it a central part of the fan experience while simultaneously creating engaging content that generated excitement leading up to Saturday games. The campaign sought to unite friends (“real ones”) in cheering for their teams and to foster meaningful engagement and interaction between these fans, host Joey Mulinaro, and the college football talent as they enjoyed a Dos Equis in the vibrant atmosphere of college bars.
Strategy & Execution
From September to October, host Joey Mulinaro traveled to big name college towns that aligned with key Dos Equis markets and conducted compelling in-person interviews with former college football players, delving into their careers, campus experiences, and perspectives on upcoming Saturday games. The dynamic approach of the campaign aimed to seamlessly engage fans at each stop, capturing lively, interactive-style content where fans answered questions and predicted game outcomes. FOX Sports was able to create a digital and in-person environment that brought “real ones” together, connecting fans to legendary alumni, and cultivating a dialogue for engaging with the Dos Equis brand.
Organizations
- FOX Sports
- Small Batch Films
- Heineken
- MKG
Links
Featured
- Joey Mulinaro (Host/Influencer)
- Zach Miller (Athlete)
- Darren Woodson (Athlete)
- Fred Taylor (Athlete)
- Reidel Anthony (Athlete)
- Landry Jones (Athlete)
- Ryan Broyles (Athlete)
- Dante Hall (Athlete)
- Trevor Knight (Athlete)
- Dustin Colquitt (Athlete)
- Josh Rosen (Athlete)
- Joe Fauria (Athlete)
- Ha Ha Clinton-Dix (Athlete)
- OJ Howard (Athlete)
Credits
Sarah Philipps
Director of Photography
Small Batch Films
Nick Batchelder
Producer
Small Batch Films
Bryan McAleer
Senior Vice President
FOX Sports
Emilee Cavis
Vice President
FOX Sports
Alex Reardon
Senior Manager
FOX Sports
Oliver Moody
Manager
FOX Sports
Michela McKeever
Coordinator
FOX Sports
Sarah Stahlberger
Coordinator
FOX Sports
Sam Grill
Associate Director
FOX Sports
Kayla Shannon
Coordinator
FOX Sports
Michael Gibbons
Vice President
FOX Sports
Allie Klein
Associate Director
FOX Sports
Lexie Cipa
Manager
FOX Sports
Emily Slusher
Coordinator
FOX Sports
Frank Amorese
Vice President Media & Partnerships
Heineken USA
Christine Karimi
Director of Partnerships & Consumer Experiences
Heineken USA
Weilin Tan
Senior Brand Manager
Heineken USA
Jackie Checho
Senior Media Manager
Heineken USA
Ian Dick
Account Director
MKG
Nick Grimaldi
Account Manager
MKG
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
