Molson Canadian

Rooftop Rink

Since Molson Canadian regained the NHL beer sponsorship in 2011, the brand has sharpened its association with hockey. In 2015, it did that through "Hockey Heaven," a rink in the Canadian Rockies that captivated fans. This year, it wanted to go even bigger, elevating Molson's connection to the game and its fans through social media.

Following a teaser phase in the fall, construction began on the rink in January, atop a downtown Toronto skyscraper, with users across social media speculating who might be behind it. By the time the logo was revealed, social media exploded.

Contest winners hit the ice, and the brand shared that content socially and in a subsequent TV spot. Interest was so intense that it made the rink available to fans for a month, with round-the-clock bookings.

The campaign earned 52 million media impressions in one day. More than 75 media outlets from general lifestyle to sports to engineering and architecture featured it. Brand attribute ratings of Molson Canadian grew +3% in a Nielsen Brand Lift Study for those exposed to the campaign and it recently ranked as the top brand consumers prefer while watching hockey.