'Canadian Nation' university and college students were encouraged to post pictures of themselves partying on their campus, with the best photo winning an $8000 trip for 5 to Cancun. Various 'university administators' condemned Molson for promoting excess drinking and irresponsible behaviour. People have also pointed out the danger to future career prospects of posting drunken party photos to the internet.

Nick Burcher writes: "Molson's Canadian Nation Facebook campaign is an good example of how social media campaigns can engage the target audience but upset the wider population. This is a difficult area for brands, but the rewards from getting it right will (in most cases) offset the risks of getting it wrong."
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