Heineken subsidiary Dos Equis has released a new Snapchat filter as part of a wider move onto the field of College Football Playoff (CFP) marketing.
The beer brand is overseeing a sweepstake to win tickets for the national championships by taking the most interesting pictures with its Snapchat filters and lenses in an extension of its 'Most Interesting Man in the World' campaign.
Andrew Katz, vice-president of marketing for Dos Equis, said: "2016 has been a groundbreaking year for the brand with this sponsorship, multiple partnerships with Snapchat and the evolution of The Most Interesting Man in the World, and we're committed to elevating the beer-drinking experience for fans whether at the stadium, at home or at their local watering hole."
Heineken became official beer sponsor of the CFP and includes on-site, on-pack and integration rights for set-piece matches such as the Playoff, New Year’s Bowl and National Championship, allowing it to release custom CFP-themed bottle designs and host a variety of ‘tailgate’ parties throughout the season.
It will ramp up this partnership later in the month with the release of two football-themed commercials.