For the latest chapter in its “Anything For Hockey” campaign, Molson Canadian gave men’s rec hockey players the “NHL experience of a lifetime.”
On Jan. 2, the beer brand sent 38 Adult Safe Hockey League (ASHL) players to Washington, D.C. Two teams (east versus west) competed for the Molson Canadian Cup at Nationals Park — on the same ice as the 2015 Bridgestone NHL Winter Classic. The winners also received tickets to the Winter Classic and an NHL New Year’s Eve party.
A three-and-half-minute documentary-style video, produced by Moment Communications, follows the players’ journey and tells the story of why they love the good ol’ game.
“Our Anything for Hockey campaign is all about providing grand gestures for fans and connecting them to the things that matter with hockey,” said Kyle Morrison, assistant marketing manager, Molson Canadian. “It’s about giving back to those who do anything for hockey… and rec players are really the heart of hockey in Canada. They do it for the love of the sport.”
Molson Canadian held a contest for the chance to win a spot on one of the two all-star teams. Players at Canlan Ice Sports arena facilities could earn “Puck Bucks” with the purchase of Molson Canadian products. The teams that earned the most points got to send three team members on the trip.
Molson Canadian launched “Anything for Hockey” in 2013. Last October, it included the Molson Canadian Beer Fridge as part of the campaign, giving people the chance to play hockey on a mountaintop rink.
In December, Molson Canadian premiered a TV spot featuring the story of Andrei Lanochkin, who moved his family from Estonia to Canada 17 years ago to give his son Vitaly a chance to grow up playing hockey.
