Hockey Fan Brand Activations

Molson Canadian's Cheer Canadian Campaign Bought Buffalo a Round

Molson Canadian held the brand activation 'The Molson Canadian Cheer Canadian' in Buffalo for Game 6 of the Bruins-Sabers playoff series, buying fans a round at select bars across the city in response to a viral moment from Game 5. The Molson Canadian Cheer Canadian campaign extension followed a sound system issue that cut out mid-anthem during the game, when Buffalo fans instinctively sang the Canadian national anthem to completion.

Buffalo is one of the few US markets where the Canadian national anthem is played before every home game, thanks to its proximity to the border and a strong Canadian fanbase. Molson paired the bar activation with a targeted out-of-home billboard campaign throughout the city.

Molson Canadian shows how responding to an unscripted cultural moment in real time can evolve into a campaign that reflects the community it serves.

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