As tech-reliant consumers search for a more personal connection with the brands they encounter, Molson is using geographically-targeted and event-based mobile marketing campaigns to engage current and potential consumers in new ways.
"Our beer drinkers expect more than just advertising - they want to be a part of the brands they love and they want to be part of the action around them," says Ross Buchanan, Senior Manager, Relationship Marketing, Molson. "Today's consumers don't want to be sold - they want to be engaged on their terms. Molson's interactive mobile and online initiatives give people what they want by bringing our contests, events and promotions directly to them."
Initiatives like exclusive online and mobile contests that offer concert and sporting event tickets, as well as merchandise, enables Molson to connect directly with beer drinkers and non-beer drinkers alike. This marketing shift, which in the past primarily focused on print, TV, radio and out-of-home, not only provides a new vehicle for Molson to become part of the action, but provides measurable results.
In 2006, Molson's interactive marketing initiatives focused on sports and music, and included the first concert in North America to be ticketed entirely through mobile phones, as well as the continuation of a four-year mobile campaign, one of the longest running in North America.
"Molson has led the way in terms of effectively leveraging the use of innovative mobile solutions in its marketing strategy," says Michael Carter, President and CEO, MyThum Interactive, Molson's mobile media partner. "By integrating creative mobile elements into its interactive initiatives, Molson further enhances its connection and relevance to target audiences by establishing an ongoing, real-time and personal communication channel through the mobile device."
Recent Molson campaigns included:
- Molson Canadian Rocks Revealed: The first concert in North America to be ticketed entirely through mobile phones, the contest offered fans the chance to attend one of three big-ticket concerts by guessing the band name, based on text-messaged clues.
- Molson Insider: Consumers signed up online or via text message to receive last-minute ticket offers sent directly to their phone, giving them the chance to respond with a contest entry.
- The Molson Canadian Online Olympics: In support of the Canadian men's and women's hockey teams during the 2006 Torino Olympics games, participants signed up to receive a text message reminder one hour before each game with the chance to win an Olympic hockey jersey.
- Miller Genuine Draft Best Seats In The House: Spectators at Toronto Raptors games were encouraged to send a text message entry to win the Best Seats In The House when prompted during game-time. At four years and counting, this is one of the longest-running mobile marketing initiatives in North America.
- Coors Light CFL Playoffs Contest: Fans attending CFL games entered game-time contests for various prizes without leaving their seat, using a text message to enter when prompted throughout the game.
- Molson Export "Twist and Score" Sweepstakes: Quebec consumers could collect Molson Export beer caps printed with the name of an NHL city and hockey-score number for a chance to win prizes at molsonexport.com. Consumers registered their caps online when they corresponded with the NHL city and final score of select Montreal Canadiens games.
- molsondry.com: Molson Dry partnered with Quebec radio station, CKOI, to offer listeners of their four specialized webradio stations (rock, dance, urban and Top 50) an interactive tool that provides access to an annual calendar of over 250 events across Quebec. The website also includes a members-only section with online contests, games and a "Wake Me Up" tool that allows members to send themselves pre-recorded telephone voice messages.