Bowl game or bowl cut? A Dos Equis tailgate activation asks fans to put their hair on the line. 

How well do college football fans know their XXs and Os? The Dos Equis Bowl Game sent the winner of a head-to-head competition to the biggest bowl game of all – the national championship. Losers received bowl cuts from former football star Martellus Bennett.

As part of the brand’s sponsorship of the New Year’s Six Bowl Games and College Football Playoff, the game show activation entertained tailgaters at Bennett’s’ alma mater. Highlights spread across the sports world and beyond, generating more than 40 million earned media impressions and scores of shares on social.