APP, which means "Association des Pros du party" (Party Professionals Association) is the new Molson Dry platform.Based on sports associations such as the NBA or the NHL, the APP offers its members scores, statistics, contests, recap videos with fictional analytic commentary, amongst others.The site invites youngsters (18 y.o. and up) to join the community and then participate in special events or organised parties in bars and clubs all over Quebec.TV, print, OOH, are all generated from the APP web content.Users, fan of the concept, created Facebook groups about the APP; the platform literally brought this beer “back to life".