Molson Canada: Social Media Marketing

Name: Molson Canada: Social Media Marketing
SKU: 9B08A014_P

Deborah Compeau; Israr Qureshi

Product #:9B08A014_P

Supplier:Ivey

Discipline:Communications, Marketing

Setting:Canada, 2007

Details:Case (PDF) • 13 pages • 2008-10-23 (Rev: 2017-05-04)

Your Price:

$10.54

Language:

Format:

Purchase this material with a free Educator Account and enjoy more benefits:

Free Educator Copy
Free Teaching Notes
Build your coursepack
Discounted academic price

This case describes Molson's experiment with social media for creating brand awareness. In November 2007, Molson, part of the Molson Coors Brewing Company, ended a social media promotion after facing criticism that it promoted binge drinking. Molson was faced with the difficulty of how quickly the contents of social media could spread to various audiences. The case encourages readers to ponder whether Molson's action was the only option available and to consider what its next steps might be.

Learning Objectives

The objectives of the case are to help students:

Understand the characteristics of social media and discuss some examples of social media.
Highlight the key differences in traditional advertising, online banner ads, and social media marketing.
Engage in a debate on the acceptable use of social media marketing.
Consider various options for companies to leverage Web 2.0 potential.

Molson Canada: Social Media Marketing

Subjects:

Industries:

Geography:

Learning Objectives