is running its Game within the Game program through March. Playing off the success of the brand’s Most Interesting Man campaign, the Game within the Game program provides consumers with instant interactive solutions for entertaining before, during and after the game – simple party suggestions, including games and party tips, that will keep guests engaged during the ‘lull in the action’ moments. POS materials, pole toppers and display enhancers, including branded dartboards and travel game briefcases, will be featured in retail outlets. All POS elements will include a text-in code encouraging shoppers to receive instant social content including up to 15 games and tips throughout the promotion. In addition, IRC and MIR cross merchandising offers will promote pairing Dos Equis with snack foods for entertaining.