This month, Mexican beer brand Dos Equis launched Dos de Mayo, a retail program intended to help consumers begin celebrating the holiday three days early on Saturday, May 2. Combining multiple marketing mediums, the Dos de Mayo program runs through May 5.

Promotions involve national TV, digital and social media, consumer sweepstakes, in-store displays and POS. There are also cross-merchandising offers. In select markets, shoppers with May birthdays will receive a “most interesting” birthday wish from Dos Equis that involves a special surprise. Dos Equis is also asking consumers to share the most extraordinary way they celebrate Cinco de Mayo and tag it with #DosDeMayo on Twitter for the chance to win a VIP trip to an exclusive Dos Equis event.

“For Dos Equis drinkers, Cinco de Mayo has always been a time to celebrate in creative ways with a more interesting beer,” said Ryan Thompson, Brand Director for Dos Equis, HEINEKEN USA. “With Cinco falling on a Tuesday this year, we’re helping people start the party early with Dos Equis on Saturday, May 2 – Dos de Mayo. This year’s Dos de Mayo program delivers the most interesting Cinco party yet while providing retailers with the opportunity for higher sales and profits of Dos Equis.”

Dos Equis is partnering with digital vendors that include Brand.net, Google Search and Ibotta. These companies are delivering targeted content and offers designed to drive shoppers online to enter a sweepstakes and in-store to purchase Dos Equis.

In-store, eye-catching, scalable displays encourage shoppers to trade up to Dos Equis and start their Cinco celebrations early. Consumers can also benefit from exclusive partnerships with occasion-relevant brands like Avocados from Mexico, Casa Sauza Tequila and Twang Beer Salts. Shoppers are provided with IRCs (instant redeemable coupons) and MIRs (mail in rebates) where legal. Retailers can benefit from secondary display opportunities that can help drive higher basket rings. Festive merchandising items including bins, wraps, banners, wall murals, piñatas and the Most Interesting Man Standees.