Fans in the Stands
CLIENT
Molson Canada
OBJECTIVE
Generate profile for the Molson Canadian brand during the run up to the return of hockey following the NHL lock-out
SOLUTION
Extend a consumer contest as a platform for news outlets looking for a compelling way to tell the “return of hockey” strike story; Fans in the Stands endurance contest was put on public display at King & John Streets in Toronto for all to witness
RETURN
10 million Molson Canadian-branded media impressions over 36 hours; multiple media utilized the scene as a news backdrop and drop-in destination