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Client Objective Molson Coors continues to stay on the leading edge of mobile
marketing and find new ways to engage consumers through their handset. The company also uses mobile to add value for its key retail and on premise accounts and wanted a solution that could help drive
traffic to those partners.
Solution We developed one of the first carrier-integrate location based services (LBS) programs in Canada, leveraging cell tower data to find the location of all
types of handsets, not just those with GPS. Activated across two of the country’s 3 large carriers in late 2009, the program launched in time for Molson’s sponsorship of the
Vancouver 2010 Olympics. Consumers could text BEERME to 665766 (MOLSON) and be sent to a website that would give them turn-by-turn directions to a Molson Hockey House where they could watch the
games. Users could also “invite a pal for a pint by sending their location to a friend.
Results Molson has generated a great deal of excitement among its retail and on premise customers. Because the solution was built as a reusable platform, the client is
now able to leverage it across multiple brands and promotions.