Social Media Before "Social Media"

As I watch with eyes wide open how social media today continues to expand the use of user generated content for eventual use in more mainstream media, I went back to 1994 when I was Account Director at FCB Canada on their Molson brands. Besides Coors Light, which I have talked about before on this blog, we also handled Molson Export. Ex, as it is affectionately called, at the time was trying to stabilize share in a world of declining ale drinkers, and increasing light beer drinkers (which was great for Coors Light). The brand had gained some traction with drinkers on the back of a series of spots that used a great track that was eventually know and the "Molson Ex Bar Song".

It is here where we came up with the idea in 1994, to ask Ex drinkers to video themselves on their home video camera's and send us the tapes to view. We would pick the best and put them in a spot that would eventually run during the Hockey Night in Canada. The brand activation was extended into drinking establishments by Molson's sales force, and Bar Song Video booths were set up to capture great performances of the EX Bar Song as well.

Below is the TV spot to launch the brand activation, and the eventual winners spot that did indeed air on Hockey Night In Canada.

Oh, and one more thing, my Molson Export client back then on the project is today the CEO and President of the Edmonton Eskimos, Len Rhodes. It was over a lunch with Len a few months ago that it first hit me that we had been pioneers in the world of social media, way back in 1994!

Enjoy the clip