Addictive things??????

Molson Canada

Social Media Marketing

Presented byRajesh KumarSam Moses

Molson-Coors Canada Inc.

Next 19 minutes

Molson Profile

Social Media Marketing

Cold Shots Campus Challenge

Criticism of the Contest

Molson Response

Suggestion

o Industry : Beverageso Founded : 1786o Founder : John Molsono Headquarters : Toronto, Ontario, Canada o Key people : Dave Perkins, CEOo Products : Beero Employees : +3,000o Website

:http://www.molsoncoorscanada.com

Molson Profile

BRANDS

Signature Brands •Blue moon ,carling ,cobra ,coors

light ,keystone light ,mgd 64 etc…

Global portfolio

•Aguila ,amstel light ,animée clear , animée lemon, animée rosé, apatinsko , astika, astika dark, bergenbier, bergenbier fresh etc..

Partner brands •Aguila ,amstel light ,caffrey's ,corona

extra ,cristal etc…

Helps to achieve Branding and

Marketing communication

Goals.

Social Media Marketing

Nov

-23-

2007

Molson pulled its promotion on Social Media and community obligations seriously.

Targeting potential young customers.

With blog and static web presence

Started

Tried to integrate is marketing efforts with various online activities by using pictures and videos in social media.

Executives found social media as a way for collaborate, share information and have a conversation.

Then???

Product usage only by Adults.(legal drinking age) Organized annual

awareness programs.

Making quality beers. $1,00,000 spent to

raise awareness to encourage responsible

drinking.Product

Promotion

Difficult Situation

How potential member could respond to contents.• How much assurance Molson can give

to that response.

Use of contents by others could not be controlled. • Mashup- web application

Average users of these sites are Young

adults.

Forrester Survey-2006

Users Percentage Usage Rate-Daily visit

Adults 20% 42%

Teenagers 47% 60%

Young Adults 69% 68%

Toronto based ad agency –Henderson Bas

announced campaign.

Goal of campaign – Use facebook to increase brand awareness of Molson product in Canada

Plan- Use Molson Canadian Nation group Profile on facebook (+17,500 members).

Cold Shots Campus ChallengeMid October

Have a virtual “dorm room” for each University and

school.

Student can post the photos of themselves and friends in full party mode.

School with most photos will be awarded “Number-One party school” title.

Best photo will win “Spring break trip give away contest”.

Method of Campaign

To attract members…Cold Shots

Amped Up Game

Screen SaversWallpaper

MSN icons Party Finder section

Customized searches for picture and

polls

ResponseBecame very popular on social networking websites

University Photos Uploaded Memorial University of Newfoundland

67

University of Victoria 26

University of Western Ontario 10

Photos

EMM

Enterprise marketing management

Its is a contest in online to rate the beer. It was done by ratebeer.com for molson

canadian beer company. THE MUSE.

Cold Shots

"We were concerned that this misinterpretation

and misperception might continue to grow," Devins said. "We are committed to the marketing and selling of our products in a responsible manner."

The intention of the contest was to show "school spirit and sociability," the Molson spokesman said. Before the newspaper story, Molson had received two complaints, Devins said. Three parents called to complain after the article ran.

Words of MOLSON

KEN Meaney TED Garrad SARAH Miller

Criticism starts

Molson encourages responsible drinking. Privacy risk

Party University

Publicness “facework” practices of an under-researched youth

population. Based on interviews with male juvenile delinquents and youths-at-risk in Singapore, the article analyses their use of online social networking sites (SNS) using the Asian concept of “face.” These youths' online facework, geared towards gaining face, giving face, and avoiding loss of face, reflects the power dynamics underlying gang interactions which, when conducted over Facebook, become highly observable to gang members. The youths strategically appropriate technological affordances of Facebook such as posting status updates, comments, photographs, tagging, and viewable friendship networks for posturing, power aggrandizement, and reputation management. However, online facework can be a risky enterprise for these youths because of the possibility of context collapse and vulnerability to surveillance by the authorities and rival gangs, both of which they attempt to creatively circumvent.

Face work of Facebook

Blogs- Drunk and drive kills Sexual assaults Choking on their vomit Tracking the best customers for them.

Blogger

The alcohol education group. They already had a problem of alcohol

consuming students every year.

Contd….

They stopped the campaign before one week

earlier. Damage control by issuing public statements

by the officials. They felt social media is the new area to learn

they agreed that they have to learn a lot from the 2007 campaign.

They want to take an innovative new communication system.

Responses of molson’s

They would have start their campaign in pub. They shall organize an event for the campaign

outside the campus. They may sponsor the students for a game. Instead of uploading photos of participants

they may upload the bottles photos showing their hands.

They may not upload all the photos there may be some privacy.

Suggestions