Brand Owner: Molson Coors Brewing Co.
Category: Drinks (alcoholic)
Date: June to October 2006
Media Agency: Mediaedge:cia
Media Channels: Mobile, internet, ambient, radio, out of home
Why would you want to go to a gig if you didn't know who was playing? Canadian beer brand Molson took this conundrum and turned it into a positive to generate intrigue that lasted for weeks, thanks to figuring out a unique way to use mobile phones as a medium. Research indicated that in the highly fragmented world of the young male, the one constant was his phone. So that became the point of contact for a contest that rewarded consumers with concert tickets.
Online media were used to create a buzz about these mysterious concerts and encourage consumers to sign up for more information via SMS or online. Ad messages appeared on key male-targeted and music sites, postings in urban centers, radio as well as e-mail and SMS via Molson and third-party lists.
Once consumers had signed up, SMS would provide a one-to-one contact point. It was used to provide clues as to who would be headlining each of the concerts.
The first consumers to reply with the correct answer would then be texted their tickets up to venue capacity, the first time an event had been completely ticketed by mobile in Canada. The show was branded as a Molson event.
The concert series sold out, and 30% of those who attended agreed to join the Molson database. A further 1,000 people who couldn't attend also agreed to join this list.
In Toronto, the tickets sold out within three and a half hours of the first clue being sent three weeks prior to the event. Forty-seven percent of ticket winners got their ticket virally through other entrants forwarding their text message.
~ ~ ~
Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc