Molson Canadian ran a summer campaign encouraging consumers to guess a mystery band by SMS to win tickets to a secret concert. To promote the contest, Molson was looking for a cost-effective media solution that would reach target consumers in a relevant environment. Measurability was a key consideration given the innovative nature of the promotion.

• Artisan Live developed an affiliate advertising plan that enabled Molson to promote the initiative on various digital screens in bars and restaurants across Canada.
• Each digital network was assigned its own unique SMS keyword for consumers to submit, enabling exact measurement of the responses generated by each network.
• Media could then be purchased on a cost-per-acquisition model through business terms negotiated by Artisan.
• Content was modified and formatted for each network leveraging existing static assets provided by Molson.

The bar campaign succeeded in raising awareness for the promotion and produced brand impressions in a purchase environment at an enormously discounted media cost. In some markets, more than 10% of overall contest entries were generated through digital signage. Using only a single static image, Artisan was able to develop dynamic and engaging content that was ultimately recognized with a 2007 Digital Marketing Award.