Molson begins rock star promotion
By Adnews Staff
Toronto-based brewer Molson began a promotional contest yesterday called "Molson Canadian RockStar - See One Be One." The winners of the contest and their guests will attend one of three private rock concerts in Toronto, Calgary or Vancouver. Concert attendees will receive limousine rides, massages and other perks intended to recreate the lifestyle of a rock star. The Toronto concert will be played by Oasis on June 15 in a downtown club. The dates and performers of the other two shows are yet to be announced. Passes to these concerts will be distributed in specially-marked cased of Molson Canadian. Passes will also be given away by participating bars and radio stations. At each concert, a random draw will award one member of the audience with a weekend trip to Miami, Las Vegas or Los Angeles to live like a rock star. "Molson Canadian RockStar is a real-life, street-level extension of our new 'It Starts Here' brand idea," said Rob Assimakopoulos, vice-president of marketing for the brand. "Molson Canadian is the only brand that can get you this close to big-time rock stars, and the rock star lifestyle." The "It Starts Here" campaign began in March. It was created by Toronto-based Zig, agency of record for Molson Canadian