DOS EQUIS will be running its Halloween “Masquerade” program this fall. For the off-premise, there will be Masquerade themed display items and POS. Special SnapTag codes printed on POS items allow shoppers to snap the code using smartphones for the chance to win prizes. Cross merchandising IRC and MIR offers will be available on the purchase of Dos Equis and Halloween related items. On-premise, Masquerade themed POS including posters, pennants, coasters and table tents, containing the program’s SnapTag code. Additionally, The Most Interesting Man will be hosting his annual Masquerade Ball in New York City and is searching for someone to join him for the event. Consumers can apply on the brand’s Facebook page.