Molson Confirms Rooftop Rink

Look At This: Molson makes good on its promise

Update: Beer brand reveals its behind the mysterious Toronto rooftop rink

As suspected, Molson Canadian is behind the mysterious rooftop rink that appeared in downtown Toronto earlier this week.

Late Tuesday evening the brand posted a photo of the rink, which now has a Molson maple leaf at centre ice, to its social channels along with the text: “Rink on a roof. As promised.” and the hashtag for its ongoing campaign #AnythingForHockey.

Less than a day later, the photo has already garnered almost 15,000 likes on Facebook and almost 1,000 retweets on Twitter.

Molson had previously teased the rooftop rink in an ad last October, but had not given its location. On Monday an Instagram user spotted a rink under construction on a rooftop in Toronto, sparking considerable buzz online and in the press, but Molson declined to confirm its involvement.

The brand is awarding a handful of customers the chance to play hockey on the rink as part of a contest that closed in December. Entrants were asked to demonstrate “What he/she or his/her hockey hero would do for hockey.”

The campaign follows Molson’s 2014 “Anything For Hockey” contest, which awarded winners the chance to play hockey at an outdoor rink placed high in the Canadian Rockies.

Update:

On Thursday Molson offered some details about the rink:

  • It sits on top of a 32-story building
  • The rink is designed for three-on-three and is half the size of an NHL-sized sheet of ice
  • Construction began in November and will be completed January 10
  • Glass and nets will be erected to prevent pucks from flying over the edge of the building

 

The brand also released a time lapse video of the rink’s construction:

Add a comment

You must be to comment.

Brands Articles

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Air Miles backtracks on points cancellation plan

LoyaltyOne says legislative 'uncertainty' drove decision

Ethnic retailing is moving from niche to mainstream

Canadian consumers are changing, but too few retailers are paying attention

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'

Canadian Olympic Committee signs with Sid Lee

COC signs with new agency of record until 2020 Tokyo Games

Luxury retail must go digital or be forgotten (column)

AJ Dalal says luxury retail ignores the connected shopper at its peril

Carlsberg picks Ogilvy as AOR

The agency wins all of the brewer's brands in Canada, including Kronenbourg and Somersby.

Localize labels talk to consumers about food sourcing

QR codes and a scoring system tell Ottawa shoppers where they're buying from