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Molson Dry beer: Social reality gaming

Association of party pros (APP)

The challenge
Molson Dry wanted to position itself as the ultimate party beer. We had to connect drinkers with the brand as well as with one another. We developed a unique concept: A social reality game.

The solution
We created a new sport related to a social activity: the party. Players are members of the Association of Party Pros (APP), which is supported by a distinct advertising campaign and a Web platform. The game is played in all the natural habitats of “party animals:” bars, parties, concerts, Facebook, nightlife webzines and at www.produparty.com . The players who accumulate the most points through their performances during parties are crowned with the title Party Legend. They are featured on the APP website and Facebook, get exclusive party gear at the Molson boutique, APP privileges, and ultimately represent Quebec at the Tenerife Carnival, in the Canary Islands.

The results
The campaign, launched in 200_, became more than contagious, it went viral: thousands of players, no less than 25 parties, each bringing together over 3,000 party pros, almost 10,000 fans on Facebook, closely followed by 6 nightlife webzines and 20 winners.

Uniqueness
The relationship between the field and the social networks in the APP campaign clearly demonstrates that the Web can work effectively with other marketing platforms to create a global experience in multiple locations, with many players. Molson Dry became a hub for social interaction between party pros all over Quebec.

Advertising Agency: Le Monde de Cossette, Montréal, Quebec, Canada
Creative Director: Jonathan Rouxel
Art Director: Kevin Lo
Copywriter: Marilou Aubin
Illustrator: David Arcouette
Other additional credits:
Production : Sandie Rotge
Released: May 2009

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5 comments

sirvan's picture
sirvan
29870 pencils

If that's really the market Molson wants to go after, then I guess this is a good way to do it...

+++

"I love some things, and don't love some other things."

Guest's picture
Guest

I think this is one good angle for one particular molson brand - in this case Molson Dry. If those are really the results that spawned from the Quebec market only then I say well done.

http://dearadvertisin.blogspot.com/

PERP's picture
PERP
433 pencils

This could be done by any kind of beverage brand.. I think it is missing the "golden point" that should distinct it.
What makes it the ideal brand to execute this this action? Where are the qualities of the product? Where is the beverage itself?
Is it advertised on tv also? In print? How?
Sirvan sure has a point.

.: look for the green giant on the label :.

Guest's picture
Guest

This is so bad.

thenewguy's picture
thenewguy
127 pencils

I saw absolutely nothing about this on television or in print PERP, good point. Their claim that they've linked all these different platforms is only partially true it would seem. But, just because you and I didn't see them doesn't mean they weren't out there.

Further, what they did do seems more important than what they didn't. By using Facebook and the internet, they're tapping into a much more heavily used, monitored and interactive platform, which is obviously what made this campaign so successful. The product, even though beer is a "me-too" product, is defined by being possibly THE cheapest Montreal beer, making it perfect for young people who want to go out, get hammered and party. That said, they've found a perfect market in the youth of Quebec (both local and those visiting for school and just to party, the drinking age being only 18).

The party/entertainment industry is HUGE in Quebec. It's a great market. And it's driven by youth who LOVE Facebook, interactive media and linking real-life social lives with social networking. This is why Facebook and party pictures are so popular with 18-25ers. Molson isn't going to go after Stella Artois drinkers.. naturally they'd target the youth market, but by doing so in this way, they've managed to brand the Quebec party scene and partiers. I think it's brilliant.

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