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    Molson Canada: Social Media Marketing

    Deborah Compeau ; Israr Qureshi

    • Reference: IVEY-9B08A014-E

    • Year: 2007

    • Number of pages: 13

    • Geographic Setting: Canada

    • Publication Date: Oct 23, 2008

    • Fecha de edición: May 4, 2017

    • Source: Ivey Business School (Canada)

    • Type of Document: Case

    • Industry Setting: Manufacturing;

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    Description

    This case describes Molson’s experiment with social media for creating brand awareness. In November 2007, Molson, part of the Molson Coors Brewing Company, ended a social media promotion after facing criticism that it promoted binge drinking. Molson was faced with the difficulty of how quickly the contents of social media could spread to various audiences. The case encourages readers to ponder whether Molson’s action was the only option available and to consider what its next steps might be.

    Learning Objective

    The objectives of the case are to help students: ·Understand the characteristics of social media and discuss some examples of social media. ·Highlight the key differences in traditional advertising, online banner ads, and social media marketing. ·Engage in a debate on the acceptable use of social media marketing. ·Consider various options for companies to leverage Web 2.0 potential.

    Keywords

    Breweries Facebook Internet Culture Management Information Systems Privacy Issues Social media