molson canada
TRANSCRIPT
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