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Client Objective ‘Seize the Summer’ is
the latest installment of Molson Canadian’s 'Made From Canada' positioning platform, launched late 2009 to bolster the brand’s ties to the country of its birth. Building on
the success of previous Facebook initiatives, Molson Canadian was looking for a way to put its consumer at the center of the campaign.
Solution We created a multiplatform mobile application that -- for the first time in Canada -- brings interacting with a Facebook driven application beyond simply
populating the News Feed. Molson Canadian fans are able to download an application with the same look and feel as the experience on Facebook. Over the summer of 2010, fans were encouraged
to access the application by visiting the various app stores or texting CANADIAN to 665766.
As they completed challenges and earned badges across Blackberry, iPhone or Android devices their Facebook account was kept in sync through real-time updates. Regardless of whether the
challenges were completed on Facebook or with the mobile application every badge earned was another ballot in the contest that gave the participant a chance to win a cross-country trip.
Results 20% of engagement during the contest was driven through downloads of the mobile application. 12% of Molson Insiders who were told about the app responded to a
call-to-action to download it, and 83% of those people clicked through to the mobile web site to download it. 67% of downloads were by BlackBerry users, 26% by iPhone users, and 7% by Android
users.