The objective of the promotion was to get people to think about Molson during Valentine’s Day – a day when beer is not usually top of mind – and have people engage with our brand in a fun and memorable way.

Molson achieved brand visibility during an occasion when beer is not seen as the natural leader in the alcohol category. In less than 24 hours, our campaign achieved our highest click through rate (3.8 times better than our average) and generated more social impressions (74,394) for this type of programme.

Our Molson Beer-grams gave customers a fun reason to use their favourite beer to celebrate Valentine’s Day – an occasion more known for wine and champagne. As a result our customers shared our campaign through Facebook and Twitter 11.6 times more than our previous average.

Rose-grams, Candy-grams, Singing Telegrams – they’re all conventional ways people have told loved ones how they feel about them. But for beer lovers, sending/receiving their favourite brew would really get their hearts racing. This led us to the creation of the Molson Valentine’s Day Beer-gram.

Email was the clear choice to engage with existing customers because consumers are more active on email during Hallmark holidays like Valentine’s Day. Plus, Molson possesses an email database of 900,000+ active users, creating a huge potential to spread our message even further.