They Shoot They Score! Journal Entry

Every canadian knows that you should either be a super fan of hockey or pretend you are when asked. We are very passionate about this traditional sport (majority during the season). "Hockey is a source of personal or collective pride in Canada." What better way to engage a bunch of canadians then using this leverage of hockey?! If your demographic is males between the ages 19 to 35 and enjoys to watch or participate in sports within Canada, why not use hockey!

Using hockey to their advantage is exactly what Molson Coors Canada has done. The new campaign is themed "Anything for hockey." It all relates back to how far would a canadian go for the sport. It aired its first spot "The Hockey Sacrifice" during one of the most popular rivals in hockey, the Leafs vs. Montreal game. The call to action at the end "tell us what you would do for hockey" is what got the buzz going on social media mediums as well. Consumers were told to use the hashtag #anythingforhockey. They wanted to have digital and social channels more then they have had before. The goal is to create a constant conversation around hockey with Molson as the leader. "Hockey represents an extremely important pillar of our strategy for the brand."

Creating a conversation on social media will gain more attention for the brand. It will also increase its influencing status and twitter followers/participation. People will want to keep tabs on what is being said or what has happened with this campaign. They made this campaign based on a personal level with canadians. Its a brilliant way to reach that target market. This could also relate back to my previous blog about multi-channel use. Using multiple channels is what Molson Coors Canada is doing. They have realized the power and importance of social media and want to use it in a "bigger way then ever."