Molson Canada: Social Media Marketing

Authors: Compeau, Deborah; Qureshi, I.
Source: Richard Ivey School of Business
Year: 2008
Number of pages: 13

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Abstract:

This case describes Molson's experiment with social media for creating brand awareness. It illustrates issues involved in social media marketing. Molson was faced with the challenge of how quickly the contents of social media could spread to various constituencies. There was a real danger of the situation getting out of hand if Molson did not respond quickly. The case encourages readers to ponder whether Molson's action was the only option available and to consider what its next steps might be.