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.
#AnythingForHockey pic.twitter.com/BNh2EDrjSL
— Molson Canadian (@Molson_Canadian) January 5, 2016
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:
