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

SoFresh embraces its Canuck roots

A dairy alternative brand tries to make its U.S.-grown ingredients more Canadian

Plan Canada refreshes Gifts of Hope

Annual giving campaign positioned as perfect gift for the hard-to-shop-for

Amazon unveils a store with no checkout

Sensors register shoppers' items and automatically charge them to Amazon app

Wake-Ups return after 65-year advertising slumber

A caffeine pill with broad consumer market ambitions

Pickle Barrel shows local food some love

Why the Ontario casual dining brand upped its focus on fresh ingredients

Tourisme Montreal apologizes in advance

The city's 375th birthday celebrations will likely wake the neighbours all year

Baton Rouge introduces revamped restaurant format

Ontario location the first to get new look of 18 planned through 2018

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Air Miles backtracks on points cancellation plan

LoyaltyOne says legislative 'uncertainty' drove decision