Molson comes Heavy

Molson Canadian and Coors Light rack up 4 million views, a record for Heavy Canada.

Heavy Canada’s viral video campaigns for Molson Canadian and Coors Light, which launched in August, have reached 4 million views, surpassing the industry definition of a triumph (1 million or more), according to a US study asking agency execs what constitutes success in viral video marketing, conducted by LA-based Feed Company.

Heavy Worldwide managing director David U.K. says the campaigns are ‘two of the most successful video series’ the independent video site has ever created. Bruce Neve, president of the site’s longstanding media agency partner, Mediaedge:cia, is also pleased with the results. ‘[Heavy] is a creative, innovative and collaborative partner that really understands how to engage and connect with young men,’ he says. reaches a demo of 18- to 49-year-old males, and combines original programming with those of its users to create a participatory video experience. Staples include the Webby Award-winning ‘Burly Sports Show,’ ‘Knob Hockey,’ ‘Canadian Contraband’ and ‘Flex and the City,’ which are available in Canada on Virgin Mobile Canada, TiVo, Sony PSP and Apple iPod.

TV shows launched by Heavy in Canada have aired on Alliance Atlantis’ IFC, Showcase Action and Diva channels, and current advertisers on the broadband network include Molson Canada, Procter & Gamble, Unilever, Virgin Mobile, Honda, Warner Bros. Canada and Nike.

View the Coors Light ‘Trauma’ series here and Molson Canadian’s ‘CanadianCode’ series here.