CANADIANS FACE MOLSON SURVIVOR CHALLENGE
By Adnews Staff
Montreal-based Molson is attempting to reinforce its "Canadian Pride" positioning for the Molson Canadian brand and to build its "opt-in" database with an online promotion created by its Internet agency of record CyberSight. "The Great Canadian Survivor Challenge", a tie-in to the reality TV show Survivor, is running at the <http://www.iam.ca> Web site. Users are asked six multiple choice questions to determine how long they would last if Survivor was held in Canada. Participants who register and take the challenge are entered to win a Molson Canadian beer fridge. Participants are also encouraged to "challenge a friend" via email to take the challenge. The contest is running until May and is being supported online at the Globaltv.com and IAM.ca Web sites. Molson sponsors the Survivor II section of the Globaltv.com site where viewers can watch footage of the "tribal council" from the previous week's show. The online contest is being run in conjunction with new television advertising from Bensimon Byrne D'Arcy of Toronto for Molson's latest in-pack promotion, in which consumers can get one of three hats in specially-marked cases.