Fishing where the Fish are… Beer Marketers using social media on Campus

Well you knew it had to happen sooner or later , the beer industry which has spent years trying to reach young Canadians and convince them to drink using traditional media is now using social media giant Facebook to market their products.. Molson’s has launched an interactive campaign for its Molson Canadian Cold Shots product, inviting post-secondary students to submit photos demonstrating their school spirit and party prowess to the Molson Canadian Nation group on Facebook. The social media site is the hub of the Molson Canadian Cold Shots Campus Challenge, in which universities and colleges from across the country vie for the title of #1 Party School.

Visitors to the Facebook group will find the page split into virtual dorm rooms, each of which represents a different school. The school that uploads the most photos to its respective dorm room earns bragging rights as the nation’s top party school. The individual who uploads the best photo—as judged by a panel of Molson representatives—will win a trip for four to Cancun for spring break. (Where they can get drunk every night). The group profile page also includes an interactive guitar game, downloadable screensavers, concert photos and polls.

According to Marketing Magazine, Heather Clark, director of strategy for their ad agency Henderson Bas, says Molson was looking to leverage the institutional pride of Canadian students. “We know that students feel this almost addictive sense of school spirit when they head to school in the fall, and this campaign allows us to tap into that and get people from all the schools involved,” says Clark. She adds that Facebook was a logical medium to use to engage the student crowd.

“It allows us to fish where the fish are and get people involved in the program,” she says. Clark says “the campaign has not been met with any resistance from university officials, despite the fact that many university and college students are not of legal drinking age”. The campaign launched last month and concludes on Nov. 29.

Perhaps I can enlighten the University administrators in Canada who obviously do not care about what goes on in their Universities. And their young (and getting younger) students. Obviously Molson’s and their agency Henderson Bas don’t seem to care.

According to experts the effects of excess alcohol consumption on health have been clearly documented, not only in terms of diseases such as certain cancers, strokes, hypertension and liver disease, but also with social and economic problems. For young people in particular, alcohol is strongly related to traffic injuries, violence and high risk sexual activity. Alcohol use is the norm among Canadian adults, but uncontrolled alcohol use in terms of drinking to excess or while driving a vehicle under the influence of alcohol produce not only fatalities and serious traffic incidents but inappropriate role modeling for youth.

Excessive alcohol consumption begun early in life not only leads to chronic liver disease and cirrhosis and alcoholic psychosis, but also is implicated in unintentional injuries and deaths, including traffic injuries (Harkin, Anderson and Goos, 1997).

Since alcohol is widely used in most Canadian homes, and consumption of wine or beer is a normal part of special occasions, it is not surprising that by Grade 10 over 90 percent of young people had tried alcohol. Even for a Grade 6 sample, about two-thirds had tried alcohol. Slightly more boys than girls had tried alcohol, but the differences were small in Grades 9 and 10.

While it is not uncommon for adolescents to seek greater independence and try more adult-like behaviour that might involve alcohol use at parties, the high proportion of Grade 10 students who had been drunk at least twice indicates potentially serious alcohol-abuse problems. Since these young people tend to be beginning drivers the combination of driving and drunkenness and driving under the influence of alcohol can be lethal. Also there are implications for unwanted pregnancies, STDs and injuries.

Epidemiological studies have identified the unsafe use of alcohol as a leading cause of preventable injuries and deaths resulting from motor vehicle accidents, diving and drowning-related injuries, alcohol poisoning and assaults and suicides among young people in Ontario (Van Truong et al., 1998).

The Ontario cost-of-illness study revealed that alcohol accounts for 69% of the drug-related days of hospital stay among 10-19 year-olds, and 61% of the days among 20-24 year olds (Xie et al., 1996). An estimated 8,200 Ontario students in grades 7-13 received alcohol or drug treatment during 2000 (Adlaf et al., 2001). An assessment of the main adverse effects of substance abuse identified alcohol as the leading cause of young lives lost due to violence and accidents (Hall et al., 1998). The role of alcohol as a contributor to ‘years of life lost’ from premature death accounts for 86% of the ‘years lost’ in people aged 10-24. By a very substantial margin, alcohol accounts for the greatest immediate health threat to young people (Xie et al., 1996).

Alcohol also exacts a heavy toll on the social and emotional well being of young people. One quarter of 15-19 year olds report at least one type of health, family relationship, school or work-related problem over the past year due to their own drinking; over half report being involved in arguments, insulted, pushed or hit in the past year as a result of someone else’s drinking (VanTruong, Williams and Timoshenko, 1998).

The Ontario Student Drug Use Survey (OSDUS), a biennial survey of Ontario students from Grades 7-12 conducted by the Centre for Addiction and Mental Health (CAMH), reveals that the percentage of students who drink alcohol increased significantly to 66% in 2003 from 56% in 1993 (Adlaf et al.,2003).

In the same survey, it was found that 12% of students reported weekly drinking, and 28% of students who drink are reporting episodes of harmful or hazardous drinking (Adlaf et al., 2003). Seventy-five percent (75%) of grade 10 students in Ontario have consumed alcohol over the past year (Adlaf et al., 2003). Similar results were obtained “Excessive drinking leads to a severe threat of alcohol poisoning, and students need to realize that alcohol poisoning is a life and death situation.”— Greg Turner, Campus Security Sergeant, University of Alberta, 2002.

A recent study of drinking practices at Canadian universities reveals unsafe consumption of alcohol among university students is a major cause for concern The Canadian Campus Survey, a study of 7,800 undergraduate students at 16 universities across Canada conducted by CAMH and the University of Montreal, found that 62.7% of students consumed 5 or more drinks on a single occasion and 34.8% reported drinking 8 or more drinks on a single occasion at least once since the beginning of the school year. On average, students reported consuming 5 or more drinks about twice per month and 8 or more drinks about once per month since September. Students living in university residences were most likely to report unsafe drinking practices, with 70.4% of residence students reporting 5 or more drinks per occasion and 44.2% reporting 8 or more drinks per occasion at least once since the beginning of the school year.

Advocates for the prevention of alcohol-related problems at colleges and universities face the challenge of working in an environment where:

a) Most students are of legal drinking age;

b) Alcohol is readily available to students both on and off- campus; and

c) Excess alcohol consumption is regarded by students and administrators alike as a traditional aspect of student social life and a natural rite of passage between adolescence and adulthood (DeJong et al., 1999).

However, the reported consequences of binge drinking on university campuses, such as, alcohol poisoning, unwanted sexual advances, and crime and vandalism, shatters the image of this practice as an innocent “rite of passage”. Unsafe alcohol consumption by university students has been identified as a causal factor for a range of problems, including lower academic achievement, poor health outcomes and violence.

For example, studies recorded by the Leeds, Grenville and Lanark District Health Unit (2004) found that frequent binge drinkers were more likely than non-binge drinkers to report engaging in unplanned sexual activity, failing to use protection when having sex, damaging property, providing a rationalization for violent behaviour, and being hurt or injured.

Impaired academic performance was reported as a key consequence of binge drinking among students responding to the Canadian Campus Survey. Specifically, 10.5% of respondents reported missing classes due to a hangover, while 7.3% reported missing classes due to drinking (CAMH, 2000). The health and social consequences of episodic heavy drinking (also referred to as “binge” drinking) at universities are by no means restricted to the students practicing unsafe alcohol consumption. Ontario university students responding to a survey on alcohol and other drug use reported being insulted or humiliated by someone who had been drinking (Gliksman et al., 2000). Students participating in the same survey highlighted ‘student alcohol use’ as being one of four serious problems on campus. Alcohol-related violence and sexual assaults are of particular concern in regards to student alcohol use.

A U.S. study revealed that 26 percent of female students who drank in moderation reported unwanted sexual advances due to another student’s drinking, and two percent said they had been victims of unwanted sexual advances or rape (Weschler et al., 1995). Sixty four percent of students who were victims of a physical assault reported drinking or taking drugs shortly before the attacks (CORE Institute, 1995).

For more information go to; http://www.apolnet.ca/resources/pubs/LTA-Schools.pdf

So with all this information why there is no resistance from university officials regarding this Molson’s campaign, despite the fact that many university and college students are not of legal drinking age. Good question, perhaps someone can respond by writing to me and explaining that with all this evidence Molson’s is allowed to get away with this. Write to www.jimmintz.dev

Postscript: November 27, 2007 Marketing Magazine

Last week, Molson got into hot water over a Facebook campaign for its Molson Cold Shots that asked students to submit photos demonstrating their school spirit and party prowess to the Molson Canadian Nation group on Facebook.

The school that uploaded the most photos was to earn bragging rights as the nation’s top party school. According to a report in Monday’s Globe and Mail, Molson shut the promotion down early because it was being “misinterpreted” as promoting irresponsible drinking.

www.jimmintz.dev

About jimmintz

Managing Partner, CEPSM Jim Mintz is a veteran marketing professional with many years of experience as a practioner and academic. He is presently Managing Partner at CEPSM and Program Director of the “Professional Certificate in Public Sector and Non-Profit Marketing” at Sprott School ... Specialty Areas: Social Marketing, Integrated Marketing Communications, Public Sector and Non Profit Marketing
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