Molson Coors ‘angels’ help revelers get home safely

The beer co amps up the social media quotient of its holiday drive-safe initiative.

Montreal-based brewer Molson Coors is deploying its very own ‘Molson Angels’ to get party revelers safely home. As part of its ‘Taking you home for the holidays’ campaign, Molson personnel dressed in angel-like white apparel will be visiting bars and restaurants in Montreal and Toronto to hand out taxi vouchers to bar keepers. Molson has also partnered with the toll-free taxi service TAXIGUY to offer discounts on taxi rides.

To create buzz, the brewer has initiated a multi-platform ad campaign, which includes TV, print, outdoor and online. Ferg Devins, VP, government and public affairs at Molson Coors, tells MiC that the ‘angel’ effort is part of a larger social initiative that rewards consumers when they make smart decisions after a night of partying. Devin adds that the company will put a greater emphasis on online advertising, hoping to attract over a million eyeballs through its ad banners on social networks such as Twitter and Facebook, targeting anyone above the legal drinking age.

The ad banners will lead viewers to the microsite, where they can enter a contest, upload pictures and create their own e-cards. The site also has tips for safe driving. Since its launch this month, over 5,000 people have uploaded the e-cards says Devins.

A viral campaign for Molson Insiders (consumers who register on Molson’s website) is also underway.

Halifax-based Bristol Communications created the campaign, while media buying was initiated in-house.