Heineken?s Dos Equis is leveraging mobile Web and the Instagram application to add an interactive element to a line of new limited-edition packaging.

The beer brand has launched a mobile campaign called ?Masquerade? to promote a new line of packages that feature graphics by artist Hydro 74 with an on-pack code. Additionally, the Instagram component is meant to tap into consumers? affinity for taking and sharing photos via their mobile devices.

"When shopping for beer, the six-pack goes in one hand and the mobile device stays in the other,? said Jeff Hasen, chief marketing officer of Mobivity, Phoenix.

?Mobile users will engage if the offer is compelling, free stuff or the promise of an engaging experience,? he said. ?Wise brands look for opportunities to opt-in consumers with SMS rather than run campaigns that are one-offs and gone.?

Mr. Hasen is not affiliated with Dos Equis. He spoke based on his expertise of the subject.

Dos Equis did not meet press deadline.

Drink on mobile
The Dos Equis Masquerade sweepstakes lets consumers participate by entering a code or by snapping a picture via their mobile devices.

They are then entered to win a grand prize, which is an all-expense trip for two to Miami. The trip includes meeting Dos Equis? famous Most Interesting Man in the World and attending a party at South Beach.

Consumers can type the codes into a microsite that is optimized for mobile at http://dosequis.com/masquerade-2013.

The microsite also serves as a hub for Dos Equis to push out campaign-specific video content. Consumers can watch a new 30-second video featuring the brand?s spokesman, the Most Interesting Man in the World.

In addition, the brand is leveraging Instagram and mobile photo-sharing as a way for consumers to participate in the campaign

Consumers can post a masquerade-themed picture on Instagram with the hashtag #dosequis.

The goal behind adding an Instagram component is likely to build brand awareness on a platform where consumers are already sharing pictures of themselves at parties with friends and family.

The picture can also be submitted via email to the address .

To promote the campaign, Heineken is running banner ads within Pandora?s iPhone app with creative that reads, ?Join Dos Equis Masquerade.? A click-through on the ad leads directly to Dos Equis? mobile site that prompts consumers to enter their birthday to verify that they are at least 21 years old.

Similar strokes
Dos Equis is not the only brand using a combination of on-pack codes and mobile photo-sharing for a campaign.

Earlier this summer, Corona also ran a seasonal campaign along the same lines.

Consumers were prompted to enter weekly prizes by typing in the codes found on their favorite products into a microsite or submitting a picture via MMS for a chance at winning (see story).

MillerCoors' Coors Light also leveraged mobile with a campaign where consumers could submit photos via MMS or through a microsite (see story).

"These make sense since mobile subscribers take and share pictures, plus many love to show the world what a good time they are having,? Mr. Hasen said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York