Molson Canadian: Helping end the hockey strike with a few saves of our own

  • Challenge

    After a lengthy strike, Molson Canadian beer wanted to celebrate the return of hockey

  • Solution

    GFM developed and executed an elaborate stunt placing Molson-branded hockey players in key markets

  • Results

    Generated 2.9 million media impressions, leveraged JumboTrons during games, engaged directly with eager fans

Challenge

Following a lengthy professional hockey strike, Molson wanted to capitalize on the connection between Molson Canadian and the sport of hockey. Molson enlisted GFM to develop and execute a “Welcome Back Hockey” campaign to generate media coverage for hockey’s return and the beer that had become synonymous with the sport.

Solution

The Molson Canadian brand team, its partners and GFM media trained actors with key message points and strategically positioned Molson street teams attired in full Molson hockey gear in unexpected places around select, hockey-crazed cities – including Boston, Buffalo, Columbus, Detroit and Pittsburgh – that were home to NHL franchises. GFM generated additional consumer interest and value by collecting man-on-the-street interviews with local hockey fans that interacted with the street teams. The team shared video clips of the interviews with local TV stations and invited representatives from professional hockey teams to air the clips on their JumboTrons during pre-season games.

Results

Under an extremely tight timeline, GFM managed to position this highly promotional “stunt” to media as editorial content and secured numerous print stories with photos, television and radio segments, including eight radio remote broadcasts. Overall, the special one-day event and fan enthusiasm generated 2.9 million media impressions and created a huge hit in hockey-crazed cities across the country. Additionally, GFM was able to extend the interest among consumers by developing b-roll footage of the Goalies for use in Molson accounts, FSN Detroit and Columbus hockey district JumboTron.