Molson Canadian: Social strategy

This case study describes how Molson Canadian lager raised its profile in Ireland with a treasure hunt run through social and digital media.

Molson Canadian: Social strategy

Marty Kane

Campaign details

Brand owner: Molson Coors Lead agency: RMG DublinBrand: Molson CanadianCountry: IrelandIndustry: Beers, lagers, stouts, ciderChannels used: Cinema, Content marketing, Earned media, buzz, Email marketing, Internet - display, Internet - microsites, Newspapers, Online video, Radio, Social media, TelevisionMedia budget: Up to 500k

Executive summary

This case study describes how Molson Canadian lager raised its Irish profile with a treasure hunt via digital media.

Having entered the premium-beer market in Ireland in 2013, a market dominated by three big players with...

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