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The Molson team is excited about The Molson Drop, a new platform that will deliver exciting ways for fans to participate in all things hockey - on and off the ice.
NHL fans over the legal drinking age are now able to enter at molson.ca/themolsondrop for a chance to win a pair of tickets to see the Maple Leafs, Canadiens, Oilers or Senators hit the ice this holiday season. The games that tickets are available for are as follows:
- Maple Leafs - December 27 vs. Ottawa
- Senators - December 29 vs. New Jersey
- Oilers - January 2 vs. Philadelphia
- Canadiens - January 4 vs. Buffalo
Behind The Scenes
We took a moment to talk with with Sophia Lal, Senior Manager, Molson TM & Miller Lite for a behind the scenes look at how the campaign came to life.
What makes the Molson Drop different?
Soph: The Molson Drop is different for a few reasons - we’ve got unprecedented access to experiences, events, merch and content for Molson fans with our amazing NHL and team partners - giving fans amazing access to hockey culture. Though the idea of ‘drops’ is not unique, the Molson Drop should be on the don’t-miss-list for beer drinkers coast to coast for the best access to hockey in Canada. Our first drop, the biggest ticket giveaway in Molson history, is a prime example of that - we’re giving away over 200 tickets to games in Edmonton, Toronto, Ottawa and Montreal, who wouldn’t want to win?
Where did this idea come from?
Soph: Earlier this year, Molson launched our “Everyone In” campaign, renewing the brand’s commitment to igniting togetherness for Canadians & inviting in a new generation of drinkers. The Molson Drop is our extension of ‘Everyone In’ in hockey, bringing together hockey fans - whether you’re a die hard hockey fan, or a new fan to the game - with access that only Molson can provide given our amazing NHL and team partners.
How does this strategically fit with Molson Coors?
Soph: Molson & hockey are both an innate part of how Canadians have come together and connected for centuries. As we invite a new generation of drinkers to Molson with ‘Everyone In’, we wanted to ensure that we have an easy way for new Molson drinkers - regardless of their hockey fandom (diehard or casual) - to have that experience of connection, of course ideally with a Molson in hand.
As a marketer, what excites you about the Molson Drop?
Soph: We know that hockey fans have changed over time - consumer behaviour is so different in sport today than 10 years ago or even 5 years ago. With multiple screens, multiple sports vying for consumers’ attention, amazing and innovative new ways to engage with the sport, and social media & streaming platforms providing behind-the-scenes of the games. The Molson Drop - with content, experiences, giveaways and new ways for fans to participate helps Molson play into consumer behaviour of sport today - and we’re thrilled to be able to use the amazing access we have through our partners, to add to the fan experience - whether that’s at home or in-arena.
Any key learnings during the campaign execution?
Soph: We’re still in the middle of it, so I’m sure there will be more to come in the near future, but one thing’s certain, we’re excited about the reactions so far & it’s only fueling us to get more creative and provide more amazing drops in the future
What's next for Molson and The Molson Drop?
Soph: This season is just the beginning. The Molson Drop will continue to give hockey fans access to the best experiences on and off the ice throughout 2024. You may know that the 2024 Rogers NHL All-Star Game is taking place in Toronto this year, so keep an eye out for what we have in store for fans there.
Who is behind the Molson Drop campaign:
- Public Relations - Citizen Relations
- Brand - Molson TM & Miller Lite
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