Molson Canadian
"The Beer Fridge"
Molson Canadian wanted to be at the heart of the hockey conversations leading up to and during the Sochi Olympics by showing how far a hockey-obsessed brand will go for their favourite sport. So it engaged in a season-long conversation (NHL, World Juniors, Olympics) with avid hockey fans by encouraging them to submit tweets, videos and pictures showing that they'd do anything for hockey.
Molson Canadian found a remote Canadian die-hard hockey fan in Indonesia. It tracked down his best friends in Canada and sent them halfway around the world to surprise him with the "Beer Fridge," filled with Molson Canadian and a satellite dish so he could watch hockey. The story was filmed and edited into a long-format video, with a call to action for viewers to "tell us what you'd do for hockey" and share their ideas using the hashtag #anythingforhockey.
The World Juniors was the perfect kick-off for the brand's longest-ever TV commercial, airing the full 2:45 minute video during Canada's first game on Boxing Day and again during the team's game against the U.S. on New Year's Eve.
Molson Canadian then placed themselves at the heart of the Olympic Games, by leaving the Beer Fridge in Team Canada's Olympics House in the athletes' village in Sochi. Molson Canadian also released limited edition "Victory Bottles," which was previously a symbol of athlete celebration at the 2010 Vancouver Olympics. The bottles quickly sold out at on-premise locations and retailers.
The spot generated over 1.9 million views on YouTube, and within the beer category, Molson Canadian accounted for 74% of all hockey-related conversations online. Molson Canadian had a 20% share of all Olympic hashtag mentions in Canada.
The brand generated 87% more Twitter engagements than all other beer brands and the stunt garnered more than 100 million earned impressions across several media sources, including BuzzFeed, Yahoo Sports, Huffington Post, Fox Sports, CNN, Mental Floss, Mashable, Bleacher Report, NBC News, People, and more.
