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 national championship game. Losers received bowl cuts from former football star Martellus Bennett. Part of the brand’s sponsorship of the College Football Playoff, the game show activation entertained tailgaters at Martellus’ alma mater. The highlights spread across the sports world and beyond, generating more than 40 million earned media impressions.