MOLSON DRY PROMO A FIRST
By Adnews Staff
A Molson Dry beer promotion that Brasserie Molson O'Keefe has been running since May 26 in Quebec is a first in Canada, according to brand manager John Filippone. Moviegoers at nine Cineplex theatres in Montreal and Quebec City are handed boarding passes instead of the usual theatre tickets. Before the movie starts a 60-second Molson Dry commercial runs on the theatre screen, explaining a lucky draw promotion in which the prize is a trip for two on Canadian Airlines International from Montreal to Honolulu, with $1,500 spending money. To enter, contestants fill out the boarding passes and deposit them in special boxes in the theatre lobbies. Two hundred thousand entry forms are being distributed for the draw which takes place June 26. Montreal-based ad agency BCP developed the promotion. The production house for the theatre spot was S.W.A.T.