Last year Molson Canadian took hockey fans to play on a bespoke mountain top rink, this season it will take hockey to new heights by hosting a game on the roof of a skyscraper.
The beer brand’s ‘Anything For Hockey’ campaign for the new NHL season kicks off with a new TV spot.
Launched in early October, the commercial invites fans to tell the brand just what they are prepared to do for hockey (using the #AnythingForHockey hashtag) to enter the competition to be one of four winners to play on the top of a down town tower.
The TV spot, plus various strands of social support,
Last year we built a rink on top of the world. This year…? #AnythingForHockey
https://t.co/iWssDfpEql
— Molson Canadian (@Molson_Canadian) October 7, 2015
all aim to drive ice hockey supporters and beer drinkers to the campaign’s digital hub at http://www.molsoncanadian.ca/en/anythingforhockey/index
The idea is for true, hard core, committed hockey lovers to send in a picture, or phrase or film showing just what crazy things they would do ‘for hockey’.
There are three ways to enter the competition: mad keen hockey lovers can post a text/photo/video on Twitter all, or post an Instagram photo/video, or visit the Molson Canadian Facebook page and post your text/photo//video – must carry the #AnythingForHockey hashtag
Full contest details are available here: http://molsoncanadian.ca/en/anythingf…
This year’s urban rink follows on from last year’s striking ‘Anything For Hockey’ bespoke beer brand rink built in a spectacular mountain range (see case study)
The beer brand is also activating its NHL partnership across social media and the #anythingforhockey hashtag to drive pre-season anticipation and excitement
The season starts on Wednesday. #AnythingForHockey @NHL pic.twitter.com/KN2vB65cl6
— Molson Canadian (@Molson_Canadian) October 5, 2015
Raising a beer to hockey eve. #Countdown #24hours #NHLFaceOff #AnythingForHockey pic.twitter.com/9VHwdde2Ge
— Molson Canadian (@Molson_Canadian) October 6, 2015
#Epic #tb to #NHLFaceOff 2014. ONE day til we’re on the ground again this time @fortcalgary. #AnythingForHockey @NHL pic.twitter.com/NAGRMyZV7q
— Molson Canadian (@Molson_Canadian) October 7, 2015
Comments
Inviting truly committed fans to play on spectacular beer branded rinks is a participatory experience that few hockey fans will ever forget.
Plus, the locations themselves make for striking imagery.
The ‘Anything For Hockey’ campaign was launched on the same day, 7 October, as the 2015 Molson Canadian NHL Face-Off at Fort Calgary in Alberta with a free hockey and music festival that culminated in a live viewing party featuring the Calgary Flames opening the season against the Vancouver Canucks.
‘Celebrating the start of a new season with the greatest hockey fans is what the Molson Canadian NHL Face-Off is all about,’ said Brian Jennings, NHL EVP and Chief Marketing Officer.
‘The atmosphere at this event leading up to puck drop is incredible – you can feel the energy in the air. Fans are excited for a new season to launch and so are we.’
This was the fourth year that Molson Canadian, the official beer partner of the NHL, activates its title sponsorship of the season launch event.
Molson Canadian, along with ellow NHL partners Scotiabank, Rogers, Bridgestone, Honda, Mondelez, Oh Henry!, Reebok, Samsung and Tim Hortons treated hockey fans of all ages to an array of interactive games, experiences and product previews, plus live music, events, competitions and prize giveaways at the 2015 Molson Canadian NHL Face-Off.
‘Hockey lies at the heart of the Molson Canadian brand,’ said Stewart Glendinning, President & CEO of Molson Coors Canada.
‘The city of Calgary provides the perfect backdrop to celebrate the start of the season, and we’re excited to continue to show fans that Molson Canadian is willing to do Anything For Hockey.’
It was back in 2011 that the NHL signed a deal with Molson Coors in Canada and MillerCoors in the USA that made Molson Canadian the exclusive League beer rights and the Official Beer of the NHL for the next seven years.
The sponsorship spans the official designation and partnership packages to key League events – including NHL Face-Off, NHL Winter Classic, NHL Heritage Classic, the NHL All-Star Game and the chance to offer consumer promotions involving the Stanley Cup.
In addition to logo rights, designations and signage, the partnership spans fan engagement opportunities across NHL media assets (NHL.com, NHL Network, NHL Mobile and NHL Social).
Molson Canadian is also a beer sponsor of several NHL teams in Canada and in the US.
Molson Canadian is the lead NHL brand in both countries, but Coors Light will share some of the sponsorship assets in the US and Canada.
Links
Molson Canadian Anything For Hockey Campaign Hub:
http://www.molsoncanadian.ca/en/anythingforhockey/index
Molson Canadian Facebook:
https://www.facebook.com/MolsonCanadian
Molson Canadian Twitter:
https://twitter.com/Molson_Canadian
@Molson_Canadian
Molson Canadian Instagram:
https://instagram.com/MolsonCanadian
Molson Canadian YouTube:
https://www.youtube.com/user/MyMolsonCanadian
Molson Canadian Website:
NHL Website:
