An Innovative Beer Campaign

Gail Chiasson, North American Editor

This isn’t really DOOH as we (currently) define it, but it’s believed to be a world first in the beer industry and we find it pretty interesting.

The innovation from Molson Dry, a brand of Molson Coors Canada, introduces Augmented Reality technology that uses 3D animation in the second phase of a recently launched campaign. The technology that triggers the animation is the same one used in designing video games.

In the first phase launched a few weeks ago, Molson Dry introduced its new ‘Ready To Join Your Party’ bottles, which feature thermochromic ink labels that reveal one of 19 messages when the bottle reaches the right temperature.

Phase two uses a downloadable application available at, where drinkers can view a series of animations on their computer when they place a Molson Dry ‘Ready To Join Your Party’ bottle in front of their Webcam.

“When people place their bottle in front of the Webcam, the downloaded application recognizes the Molson Dry logo and starts the animation,” says Mathieu Bouyrie of Fake Studio, the Montreal-based company that integrated the technology.

Once the animation appears on the screen, people can control it by moving the bottle in front of the Webcam. They can then record a video, upload it to and win points as members of the Association of Party Pros, a platform that offers a variety of activities, both real and virtual, to appeal to Molson Dry drinkers.

The goal is to collect points by various actions on the www.produparty.comsite or at 18 parties on the Molson Dry APP circuit. By collecting points, players can reach different levels, culminating in ‘Party Legend’. Participants who reach this top level can win a spot on the Quebec APP delegation that will be heading to Tenerife on Spain’s Canary Islands in 2010.

“We believe the innovative nature of this project will get people talking, and they’ll also be talking about the Molson Dry brand, associating it with innovation and setting it apart from its competitors,” says Gayle Padvaiskas, marketing director for Molson Dry and Molson Export.

“We’re targeting a new, highly wired generation: people who are immersed in this world and who are well-versed in Web 2.0. For this reason, the campaign allows users to share their videos on social media.”

With roots dating back to 1786, Molson Coors Canada is part of the Molson Coors Brewing Company.

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