Molson Goalies

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

From the fall of 2004 through the spring of 2005, professional hockey weathered a potentially damaging strike. When the strike finally ended in the summer 2005, Molson saw an opportunity to capitalize on the strong connection consumers made between Molson Canadian beer and the sport of hockey. So Molson enlisted GFM Buzz, the experiential marketing team at GroundFloor Media, to execute a national “Welcome Back Hockey” campaign with the goal of generating press coverage for the return of hockey and the Canadian beer that had become synonymous with the sport in the minds of die-hard hockey fans.

To achieve this goal, our GFM Buzz team media trained actors with key message points and strategically positioned Molson street teams attired in full Molson hockey gear in unexpected places around selected cities – including Boston, Buffalo, Columbus, Detroit and Pittsburgh – that were home to NHL franchises. GFM Buzz generated additional consumer interest and value by collecting man-on-the-street interviews with local hockey fans who interacted with the street teams. We 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. 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.