Molson Canadian Facebook Campaign:

Objective: Engage Molson’s target audience (19-24 year old males) in a way that will position the brand as hip, young and edgy.

Solution: Interact with this target audience in their primary social networking—Facebook. The campaign challenged Canadian colleges/universities to “Be the #1 Party School in Canada. Students could upload party photos of themselves and their friends. The contest encouraged schools to compete against each other for bragging rights, and offered a prize for the best individual entry. The campaign garnered overwhelming support with the target market and received more publicity than any previous campaign during the 12 years Molson has been a client of henderson bas.