Should the Molson Executives have ended the Cold Shots campaign early. Why or why not?

Early Ending Of the “Cold Shots” Campaign
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Early Ending Of the “Cold Shots” Campaign
Introduction
The executives of Molson Canada halted their “cold shots” Campus contests early after severe criticism from administrators and students from the academic community. However, the Molson executives should not have ended their Facebook campaign prematurely. The strategic plan of the contest had a clear focus for the company where it targeted a specific demographic group ranging from 19 years to 24 years. The company had a clear goal to use the Facebook platform to increase their brand awareness among the targeted demographic group. Ultimately, their strategic plan was achieved because many students responded to their marketing plan by posting photos while drinking the Molson Products. Therefore, the company’s goal and focus were not to promote irresponsible drinking but to increase the brand awareness of their products, which they successfully achieved. Thus, they should not have ended their “cold shots” campaign early.
Furthermore, the executives should not have ended the campaign contest early because it showed a lack of direction of the management. The spokesperson and the executives of the company shared their opinions to the public on the reasons of the campaign not going as expected. They claimed that the company was new to social media marketing and that they were in the process of learning.

The premature ending of the Facebook campaign led to the executives giving excuses to the public, which displayed a lack of direction from them. They showed that the company had no guidance on the strategies implemented, creating a negative perception among their loyal consumers. Equally important, ending the “cold shots” early resulted in the incomplete implementation of the company’s original planning. A business plan is essential for a company to enable it to achieve its marketing objectives. Premature ending of the campaign led to the incomplete implementation of the company’s plan, affecting their objectives adversely.