Molson Canadian

#AnythingforHockey Rooftop Rink

To follow up on the successful #AnythingforHockey campaign, Molson Canadian built a rink on the roof of a downtown Toronto building. Citizen helped amplify the conversation ahead of media access by inviting prominent Instagram photographers to take exclusive images of the rink and share a time-lapse construction video with media. The campaign message was also spread through key influencers to give the rink third-party credibility.

The mainstream media day offered branded visuals of the rink, reinforcing Molson Canadian's irrational love of hockey, and former players Darcy Tucker, Shane Corson and Natalie Spooner were also engaged to speak on behalf of the brand.

The campaign generated nearly 300 stories and more than 169 million media impressions, as well as more than 36 million social impressions from roughly 8,000 posts.