Molson #AnythingForHockey

How Molson pulled off its rooftop rink

Molson's marketing team gives a behind-the-scenes look at its rooftop rink

Molson has had a good run of PR in the past couple of weeks. On January 5, buzz started to build when a rooftop rink was spotted in downtown Toronto. The next day, Molson took ownership of the stunt, earning a fresh round of media coverage.

Then, once the rink was operational, Molson invited media to take a skate and landed coverage everywhere from CBC to Sportsnet and Breakfast Television.

The initiative has attracted so much attention that the brand extended its plans and will keep the rink open until early February. It’s even selling ice time direct to consumers at a cost of $2,000 for an hour and a half (funds will help Molson recoup the high price tag of keeping the rink open).

Marketing met with Molson marketing manager Duncan Fraser on the ice to talk about how the company pulled off the stunt. Take a look.

Videography by David Zelikovitz

See all comments Recent Comments
Click Shift Marketing

Such a brilliant campaign. Got the whole city asking question before a single shot was taken or a puck hit the rink. My Toronto office (for is in a shared office. I literally have never heard so much buzz around any initiative like this.

Thursday, January 21 @ 4:07 pm |

Add a comment

You must be to comment.

Create a Commenting Account

Brands Articles

Harry Rosen’s double-sided view of premium media

Sandra Kennedy sees luxury from both the advertiser and publisher perspective

AOL, HuffPo dive into VR storytelling

Ryot marks a bid create 'the world's largest 360-degree news network'

CollegeHumor gets serious about branded content

Electus Digital exec offers his advice from the Marketing Live stage

How your customers can be your best marketing resource

Value your current clients and they can help you find new ones

The Marketing Live moments to remember

Some takeaways from our inaugural storytelling event

The art and science of data-driven storytelling

An EA exec offers five strategies to develop the right narrative

SAS’s SVP of global marketing turns the page on analytics

Adele Sweetwood's book argues effective use of data is now table stakes

Restaurant Brands International Q3 profit up

Tim Hortons and Burger King says it earned US$86.3 million

New Dimpflmeier product the ‘best thing since sliced bread’

Carb Smart contains contain high protein, low carbohydrates and zero sugar