Molson creates video app for Facebook friends

Molson Coors Brewing Company is giving its Facebook friends a chance to document their summer adventures online with a video that also promotes the recently launched Coors Light Iced T. The Toronto-based brewer recently launched a Facebook application that allows users to create videos using their own photos and captions. The videos are created around three […]

Molson Coors Brewing Company is giving its Facebook friends a chance to document their summer adventures online with a video that also promotes the recently launched Coors Light Iced T.

The Toronto-based brewer recently launched a Facebook application that allows users to create videos using their own photos and captions. The videos are created around three themes – “Summer Party,” “Party on the Patio” and “Love the Nightlife.” Users can choose one of nine soundtracks to accompany their creation, and preview their final work before posting it to their profile.

According to Dennis Ryan, the chief creative officer at Olson (formerly MyThum), the agency responsible for building the app, the average Facebook user watches 23 hours of videos on the social networking site every month. “Hopefully we can tap into a lot of that and introduce something new and innovative,” he said.


Molson is promoting the app through rich media and targeted Facebook ads. An iPhone version of the application is set to launch June 1 and.

The project runs in conjunction with the nationwide sampling program currently in-market. According to Molson, as many as one million people will sample Molson Coors Iced T, whether it’s on a patio or through a pop-up location at events.

“The best thing about this kind of product is you’re out and you’re live and on premise so [a mobile phone is] really the one thing you have on you at all times,” said Ryan. “So making a super simple version for this app on premise is logical.”

The overall Iced T launch campaign began in April and includes a 30-second television commercial that has since been condensed into two 15-second spots.

Related
A refreshing campaign for Coors Light Iced T
Video: Molson introduces Coors Light Iced T

The effort was developed by Molson’s creative agency DraftFCB while MediaEdge handled the buy.

Brands Articles

Mail-order munchies

How companies are fulfilling consumers' quest for convenience and snacks

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review