Dos Equis® turned college football’s boldest play into a branded entertainment platform. Through a first-of-its-kind partnership with Disney and ESPN, the GO FOR DOS™ campaign transformed the two-point conversion into a cultural moment. With Chris Fowler-led segments, branded SportsCenter features, and immersive fan activations, the brand fused editorial storytelling with advertising in a way that felt fresh, disruptive, and destined. Campaign extensions through social influencers, a one million beer sweepstakes—amplified by college (and professional) football legend Drew Brees, and immersive onsite consumer experiences at the most prominent college football games of the season, Dos Equis® didn't just entertain, it became part of the game.