Challenge
NVI was contacted by Molson Dry for consultation on their public relations in social media. Molson wanted to reach bloggers in order to obtain press coverage from their blogs for their new creative platform the "Pros of Party."
Solution
NVI guided Molson Dry to connect with "lifestyle" bloggers as opposed to only professional ones, in order to integrate with their target market. The target clientele are the same people that the "Association of the Pros of Party" (APP) is designed to go after. The first phase was to create a buzz around a promotional video for APP TV while in the second phase we launched a popular contest that focused on the blogosphere. The prize for the contest was tickets to an exclusive and unique party on the roof of the Molson Dry brewery.
Results
Blogger participation in the contest surpassed our expectations. We received many stories from bloggers to participate in the APP party contest. After the event , there were also many interesting experiences recounted by the bloggers about the Molson Dry APP party.
