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Molson Canada Social Media Marketing Case Solution

Solution Id Length Case Author Case Publisher
2454 1588 Words (7 Pages) Deborah Compeau, Israr Qureshi Ivey Publishing : 908A14
This solution includes: A Word File A Word File

The Molson Beer business halted its Facebook campaign on November 23, 2015, following several complaints that it encouraged excessive drinking and was against its philosophy. The campaign in question was a picture contest for college and university students aged 19 to 24. The failure of this advertising on a social networking site caused Molson to reconsider its social media approach. There was a clash between the intent and impact of Molson's social media campaign. Though social media is an effective marketing tool, companies have to devise a contingency approach that best suits their current circumstances. That includes taking into account cultural values, identifying the appropriate target audience, and choosing the right time and platform. Molson took the right decision to halt its campaign early for damage control. They stood true to their company's philosophy of responsible drinking. Rather than going away, Molson should learn from this backlash and try to develop more innovative ways to promote its products through social media. After all, it's the age of social media, and it can make or break a company. 

Following questions are answered in this case study solution

  1. What issues and considerations are involved in using social media as part of a marketing program? How is a social media campaign different from a traditional media advertising campaign?

  2. Should the Molson executives have ended the “Cold Shots” campaign early? Why or why not? How might they counter the negative publicity the company received from the contest?

  3. Should Molson continue to seek opportunities to use social media as part of the company’s marketing program, and if so, how should they do so?

Case Analysis for Molson Canada Social Media Marketing

1. What issues and considerations are involved in using social media as part of a marketing program? How is a social media campaign different from a traditional media advertising campaign?

a. Issues and Considerations involved in social media marketing: 

Social media is a form of communication via digital means. Its advent has presented widespread opportunities for businesses to market their products and services. The goal of social media is marketing to draw attention to a company's products using creative techniques. 

The engagement with early users of a product is particularly crucial since they provide the organization with instant feedback. As a result, product modifications and enhancements may be implemented early in the product's lifetime. Facebook, LinkedIn, Twitter, XING, and YouTube are the most popular social networking platforms. One of the most significant issues that might develop from a social media campaign is the risk of the activity spiraling out of control. It could lead to a difference between the intent and impact of an organization's advertising. If the user's viewpoint differs from that of the corporation, the customers have the option to express their viewpoints both constructively and destructively. Because the internet is the fastest channel for spreading thoughts, the consumer's incomprehension will propagate quickly across the community, damaging a company's reputation. 

Another consideration to take into account is the selection of appropriate target audiences and platforms. Investing in the incorrect platforms can quickly deplete a firm's budget, especially if it utilizes sponsored advertisements frequently. If a company's decision-makers aren't sold on social media marketing in the first place, they could pull the plug if you make this mistake. 

Lastly, though a company can market its product globally through digital media, there are cultural barriers and differences that companies have to consider. For example, tipping culture in the US is promoted, but tipping in Japan is considered rude. Global companies must take these cultural differences into account to devise an appropriate social media marketing campaign. 

b. Differences between traditional media and social media advertising:

First and foremost, marketing via social channels relies only on virtual communication platforms such as Twitter, Reddit, and Instagram. On the other hand, the conventional media campaign is built on television, newspapers, radio, and movies. In addition, social media has low entrance barriers, such as inexpensive expenses and easy accessibility. Contrarily,  a traditional campaign necessitates significant financial and production resources. Traditional media needs specialized expertise and extensive training to run a successful campaign, while a social media campaign does not need such specialized understanding. Another distinction is that companies can decide upon whom to target on social media, whereas traditional marketing cannot fully control who views their content. 

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