A multi-media campaign expressed our positioning - Unleashing Creativity.

In TV, ‘Liquid Art’ brought beer and artistry together. We celebrated the creativity of real masters perfecting their art. From our brew-master to street-artists to a renowned chef, we showcased their mastery.

In OOH, we featured Molson M exploding onto the wall where it was transformed into street art, intrinsically linking the art and the liquid.

Then we created the world’s first Twitter-powered mural. By mashing up two channels, a static billboard with a social media layer, we let consumers become part of the art itself and provided a uniquely creative experience.

We encouraged consumers to tweet #MolsonM_art. With each tweet, a 100-foot mural in Toronto unfolded. To further solidify Molson M’s positioning, with each tweet we donated $1 to the Canadian Art Foundation. We then rewarded tweeters for their support by hand-painting their twitter handles on the mural itself.

In less than six months, the results were already apparent:

• In 30 days, there were 10,000 tweets, more than any other beer brand during the same time period.

• Awareness increased +9%

• The campaign increased perceptions of value (“Worth paying for”) and uniqueness (“Offers something different to other beer brands”), which drive purchase intent.

• Our Twitter account grew 51 times over

• Our Facebook page grew +8%

• During the campaign, social mentions increased by 18 times.

• We generated more than 11.6 million impressions.

• MolsonCoors matched the 10k tweets for a total donation of $20,000.