Molson using Facebook to engage Canadian students

The Henderson Bas initiative is urging students to prove their party-animal worthiness and claim the title of #1 Party School in Canada.

On behalf of Molson Canada, Toronto-based interactive agency Henderson Bas has announced the launch of a Facebook campaign targeted at the 19-24 demographic. The social networking site will be used to increase brand awareness of Molson products in Canada.

The Molson Canadian Nation group profile on Facebook, which currently has over 17,000 members, will serve as the key communication vehicle for the initiative. It will feature the Cold Shots Campus Challenge, which pits academic institutions across Canada against each other to prove which school parties the hardest.

Each university or college will have a virtual ‘dorm room,’ where members from those institutions can post images of themselves and their friends in full party mode. The school with the most pics will take the title of #1 Party School in Canada. The best image, as determined by a panel of Molson judges, will win the Spring Break Trip Give Away Contest – a trip for the winner and three friends to Cancun, Mexico, for Spring Break 2008, courtesy of Breakaway Tours.

Also on the Facebook group site, users can play the Cold Shots Amped Up game, download screen savers, wallpaper and MSN Icons, check out the ‘Party Finder’ section or look at concert pics and polls.

‘Utilizing Facebook for this program made strategic sense,’ explains Henderson Bas creative strategy director Heather Clark. ‘This is where they hang out and it’s a great opportunity to engage them in a dialogue. If you do it right, you can find yourself with a whole nation of brand ambassadors.’