This story happened a few months ago. It all started very simply, with the following Tweet:

This was posted on Twitter with nothing else in mind than sharing to my entourage (I had what, 20, may be 25 followers back then?) an opinion about this beer recently launched by Molson in Canada.

Time goes by. But not days. Not hours. Minutes. 17 exactly. I'm 1st being noticed i have a new follower  - @MolsonFK - and then a message with a @smartel mention (yes, you got it right, it's me). 

Wow, cool, Molson monitors what is being said about them and seems to be giving feedbacks. Even on Sunday. 

I finish the day drinking what's left of my Molson M pack (it's not that bad actually, just not my type) with a bunch of friends.

On Monday morning, 2 new followers appear on my Twitter account, apparently working for Molson - @MolsonDouglas & @MolsonMH.(it seems like @MolsonDouglas is not at Molson anymore. Or at least not twitting.)

I'm now convinced, they're serious about social media.

But they don't stop at listening: what follows is a direct message on Twitter from @MolsonDouglas:  Sylvain, I have an offer for you, do you allow me to send you another message?

What ?  Serious about monitoring their brand AND with good manners?  

Of course @MolsonDouglas, go ahead, send me your offer, and here is my email address, this way we can communicate with more than 140 characters!

It didn't take long before the email appeared in my inbox.  

The offer was simple: You did not like one of our products, in this case the Molson M, but in exchange of your feedbacks, we would like to send you a 6-pack of another beer we recently launched - the Rickard's Dark. Is this something you would be comfortable with?

Wait.  I didn't like a Molson product. I happened to Tweet about it. You were listening. And now, in exchange of my feedbacks, you offer me to taste another of your products?

Of course I'm comfortable with this offer !!! What else do you need ?

A day-time address where we'll be sure the package makes it to you.

24 hour later, there was a pack of Rickard's Dark on my desk. As easily.

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There no magic here. Just a brand that did what every brand should do in 2010.  Listen to what's being said about them. And engage with consumers.

What do you think happened?  I told this story to my friends and family. All were as impressed as i was and then did the same and told the story to their friends and family. And so on, and so on, ....

Instead of letting me unhappy with a Molson experience and may be losing me as a client, they converted me, and many of my friends, as Molson influencers.

Bravo Molson ! Really, bravo. 

Oh, and by the way, for whatever reasons, i never sent my feedbacks. 

HERE THEY ARE:  The Rickard's Dark is an excellent beer. I loved it. Yes, really, I loved it. But keep in mind that even if i hadn't like it that much, I would still respect Molson, the company, and their wonderful PR/social media staff who made this story possible.

 

SM