Sports personalities like former NFLer Martellus Bennett acted as hair stylists for the participating fansGETTY IMAGES
Dos Equis' latest promotion had college football fans "test their football knowledge against each other in a head-to-head bracket, with the loser of each matchup having to get a bowl cut," according to Monica Zorrilla of ADWEEK. Winners of a contest held in conjunction with the Mississippi State-Texas A&M game last month "moved on to keep fighting for the grand prize: tickets to the College Football Playoff." What made the hair cuts "even worse" was that sports personalities like ESPN's Katie Nolan and former NFLers Jay Cutler and Martellus Bennett -- "not accredited cosmetologists -- administered the bowl cuts." The promotion is part of Dos Equis' "College Football Football College" campaign from Droga5, N.Y., which "created a 'university' consisting of 10 free online video lessons that give beer drinkers and college football fans the opportunity to earn a 'real' degree in college football watching." In '15, Dos Equis signed on with ESPN as the "official -- and first beer brand -- sponsor" of the CFP. Dos Equis will be "making stops at select schools to bring the College Football Football College experience to life with other activations," including LSU-Alabama this weekend (ADWEEK.com, 11/8).
