Molson Coors Brewing Company is giving its Facebook friends a chance to document their summer adventures online with a video that also promotes the recently launched Coors Light Iced T.
The Toronto-based brewer recently launched a Facebook application that allows users to create videos using their own photos and captions. The videos are created around three themes – “Summer Party,” “Party on the Patio” and “Love the Nightlife.” Users can choose one of nine soundtracks to accompany their creation, and preview their final work before posting it to their profile.
According to Dennis Ryan, the chief creative officer at Olson (formerly MyThum), the agency responsible for building the app, the average Facebook user watches 23 hours of videos on the social networking site every month. “Hopefully we can tap into a lot of that and introduce something new and innovative,” he said.
Molson is promoting the app through rich media and targeted Facebook ads. An iPhone version of the application is set to launch June 1 and.
The project runs in conjunction with the nationwide sampling program currently in-market. According to Molson, as many as one million people will sample Molson Coors Iced T, whether it’s on a patio or through a pop-up location at events.
“The best thing about this kind of product is you’re out and you’re live and on premise so [a mobile phone is] really the one thing you have on you at all times,” said Ryan. “So making a super simple version for this app on premise is logical.”
The overall Iced T launch campaign began in April and includes a 30-second television commercial that has since been condensed into two 15-second spots.
The effort was developed by Molson’s creative agency DraftFCB while MediaEdge handled the buy.