Molson conducts Facebook promotion
By Adnews Staff
Molson has begun an online promotion called the "Molson Canadian Cold Shots Campus Challenge." The initiative is intended to increase brand awareness and product trial among 19- to 24-year-olds. It consists of a presence on social networking site Facebook.com. Visitors to the brand's page at the site are invited to upload pictures demonstrating that their academic institution is the "#1 Party School in Canada." The promotion was developed by Henderson Bas of Toronto. "We were looking for a way to reach our target demographic in the most efficient manner," said Sarah Eby, brand manager for Molson Canadian. "Creating a campaign on Facebook allows us to leverage an environment that already exists, and one that really promotes social interaction."