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By on November 26, 2007

Facebook Marketing Stunt Backfires

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Molson brewing company has pulled a promotion on Facebook after complaints that they promote binge drinking. They ran a photo contest targeting 19-24 year old college students.

Called the The Molson Canadian Nation Campus Challenge the ad said, “Be the #1 party school in Canada” and says that the school with the most pictures uploaded would win a trip for five people to spend spring break in Cancun, Mexico.

The next line said: “Show everyone how you and your crew get the party started!” Then it listed the top 10 party schools.Universities and parents both contacted the company to complain. Xavier University administrator Joe MacDonald, who is the dean of students said: “This is not something that is welcome within our campus community.”

I just checked and Molson Canada’s Facebook group has 17,567 members and they sponsor events on campuses. The contest was ended a week early.
Memorial University in St. John’s, Newfoundland won but officials are checking to make sure the students in the photos are not underage. For most of Canada that means at least 19.

A Molson spokesman said they wanted to show school spirit not encourage drinking. They had over 200 photos submitted but none are viewable.
Molson Coors is the third-largest U.S. brewer behind Anheuser-Busch Cos. and SABMiller Plc.

Social media is sometimes trusted more than traditional media, especially on sites like Facebook. Marketers have to learn the unique dynamics of each community. Molson has been experimenting with different social media pieces, and have a blog about their community giving.

Some companies have got it right (Andy talked about how Nike and Dell get it but Apple doesn’t in this post), and larger brands sometimes struggle. Take Threadless for example. You know you’re doing things right when your customers market for you (like this blog started by someone who loves the company: http://www.lovesthreadless.com/).

If you’re thinking about marketing on Facebook, check out these tips from a previous post: http://www.marketingpilgrim.com/2007/10/tips-to-marketing-on-facebook. html


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18 comments on “Facebook Marketing Stunt Backfires”

  1. SlightlyShadySEO Says:

    November 26th, 2007 at 4:59 pm

    I’ve said it before, blogged it before, screamed it from the e-rooftops before. Facebook needs to loosen up on the marketing allowed, or it’s going to doom it to failure in the long run.
    Don’t want your school mentioned in that context? Then maybe you should work on shedding that reputation. And I say that as a student of a “party school”.

  2. Fagstein » Molson flub was about marketing, not Facebook Says:

    November 26th, 2007 at 5:00 pm

    [...] it uses the bloody F-word, this story is getting all sorts of attention from the blogosphere. Thanks to a Bloomberg wire story, it’s getting attention [...]

  3. Real Fresh TV |  Future of Social Advertising: Potential Pitfalls of Using Social Media Says:

    November 26th, 2007 at 10:39 pm

    [...] decision to pull a Facebook promotion after complaints that they promote binge drinking. They ran a photo contest targeting 19-24 year old college students on Facebook, if you haven’t heard by now.  Molson Coors is the third-largest U.S. brewer behind [...]

  4. Zen Says:

    November 27th, 2007 at 7:54 am

    It was really clever what they did! :D

  5. Facebook Flyers Die Dec 03 + Ad Campaign Data Says:

    November 27th, 2007 at 4:16 pm

    Molson wasn’t trying to promote drinking. As we say in Quebec: “Cherchez l’erreur.” Or in plain English – Why don’t I believe that?

    That said, I think they were just jumping on the bandwagon of people posting party pictures of themselves with booze in hand. Consider Shoemoney’s Pubcon contest where a number of entrants posted that sort of content.

    Tough work, promoting alcoholic beverages…

  6. Social Media and Digital Advertising Marketing News Says:

    November 30th, 2007 at 11:39 pm

    [...] Molson: The Latest Social Media Blunder Molson brewing company has pulled a promotion on Facebook after complaints that they promote binge drinking. They ran a photo contest targeting 19-24 year old college students. Called the The Molson Canadian Nation Campus Challenge the ad said, “Be the #1 party school in Canada” and says that the school with the most pictures uploaded would win a trip for five people to spend spring break in Cancun, Mexico. The next line said: “Show everyone how you and your crew get the party started!” Then it listed the top 10 party schools.Universities and parents both contacted the company to complain. Xavier University administrator Joe MacDonald, who is the dean of students said: “This is not something that is welcome within our campus community.” [...]

  7. Kal Says:

    January 22nd, 2008 at 5:55 pm

    You’re certainly right, the larger companies always seem to have problems haha.

  8. Helix Commerce International - Collaboration Commerce Accelerators » 2008 » February » 17 Says:

    February 17th, 2008 at 9:40 pm

    [...] Facebook Marketing Stunt Backfires: This article reveals how careless marketing tactics can lead to controversial, shady ad campaigns and bad public relations. [...]

  9. Make Money from Facebook Says:

    April 5th, 2008 at 7:48 pm

    Facebook needs to figure things out, seriously.. they need to open up their marketing aproach.

  10. Facebook Tips - by Dr Cindy Gordon | Barrie Business News Says:

    April 8th, 2008 at 7:47 am

    [...] Facebook Marketing Stunt Backfires: This article reveals how careless marketing tactics can lead to controversial, shady ad campaigns and bad public relations. [...]

  11. Kill off the Ranger without Killing your Reputation « Young Blood PR Says:

    June 3rd, 2008 at 1:35 am

    [...] Well, unlike the Molson Facebook group that backfired, Kokanee’s branded social media campaign has nothing to do with shotgunning cans [...]

  12. Victor Says:

    July 2nd, 2008 at 9:31 am

    Thanks. Join my facebook group OurWorldTalks
    http://www.facebook.com/home.php?ref=logo#/group.php?gid=18901177694

    Victor’s last blog post..Suggest Something!

  13. Facebook Marketing, a how to guide from every angle « Website Marketing and Advertising Says:

    November 5th, 2008 at 1:14 pm

    [...] Facebook Marketing Stunt Backfires: This article reveals how careless marketing tactics can lead to controversial, shady ad campaigns and bad public relations. [...]

  14. 100 Facebook Marketing Techniques You Can Use Right Now « Iron Shirt Ink Says:

    November 19th, 2008 at 11:01 pm

    [...] Facebook Marketing Stunt Backfires: This article reveals how careless marketing tactics can lead to controversial, shady ad campaigns and bad public relations. [...]

  15. Social Media and Digital Advertising Marketing News | JeffMolander.com Says:

    November 29th, 2008 at 10:58 am

    [...] Molson: The Latest Social Media Blunder Molson brewing company has pulled a promotion on Facebook after complaints that they promote binge drinking. They ran a photo contest targeting 19-24 year old college students. Called the The Molson Canadian Nation Campus Challenge the ad said, “Be the #1 party school in Canada” and says that the school with the most pictures uploaded would win a trip for five people to spend spring break in Cancun, Mexico. The next line said: “Show everyone how you and your crew get the party started!” Then it listed the top 10 party schools.Universities and parents both contacted the company to complain. Xavier University administrator Joe MacDonald, who is the dean of students said: “This is not something that is welcome within our campus community.” [...]

  16. All about facebook « Facebook Marketing Says:

    January 6th, 2009 at 3:07 pm

    [...] Facebook Marketing Stunt Backfires: This article reveals how careless marketing tactics can lead to controversial, shady ad campaigns and bad public relations. [...]

  17. BlogWell Learnings Part 2 « Social Media Snippets Says:

    January 30th, 2009 at 8:54 am

    [...] many brands, it looks like Molson also had to learn a social media lesson along the way to get to where they’re at today. I anticipate Molson will continue to try new [...]

  18. A Chronology of Brands that Got Punk’d by Social Media Says:

    February 17th, 2009 at 11:07 am

    [...] Facebook Party with Molson ends up with Hangover Molson invited folks to share party pics in Facebook, including with youth, which resulted in a backlash from community and parents. Molson withdrew the campaign and went home early –no more Facebook partying for this brand. [...]