Molson Canadian

Challenge

With limited time and budget, M2O needed to effectively design, produce and deploy an exciting new video strategy around the NHL playoffs that would engage the online community while supporting the corporate mission statement. Additionally, M2O needed to coordinate production teams and talent at multiple locations across Canada.

Strategy

M2O’s approach was to create a fun high-energy NHL playoff beard video entitled “Playoff Grooming Tips for Men”. The idea was to create a strong positive brand association between Molson Canadian and the NHL by capitalizing on the popularity of the NHL playoff beard tradition. The ultimate goal was to create a video that was funny enough for viewers to want to share it with friends. The video would be deployed throughout the Web and would capitalize on the popularity of social networking sites like YouTube, Facebook, Twitter and others.

Creative and Execution

M2O created “Playoff Grooming Tips for Men” a funny, high-energy video that captured the essence of the NHL playoff beard tradition. Shot in black and white and timed to a rousing rendition of Rossini’s “The Barber of Seville,” the video shows a series of funny beard shaving scenarios with old-style humorous titles like: “The Zamboni”, “The Blue Line”, “The Goalie” and many more.

Results

The “Playoff Grooming Tips for Men” video campaign went “viral” and became a phenomenal success, receiving attention and rebroadcast from a number of national media players including the Globe and Mail and the National Post. The video was shared and reposted throughout the Web and was highlighted on sports sites, Blogs, and traditional news sites throughout Canada and the US. The video was also the featured video on the GlobeandMail.com’s Sports Home Page.

* Viewed and shared by over 100,000 people in less than 1 week.
* Value of free editorial and banner coverage is estimated to exceed $150,000
* Positive brand association firmly established between Molson and NHL

“The M2O team always goes the extra steps to ensure our key messages come through powerfully. M2O are video and new media experts and understand the importance of online brand management. They are efficient, cost-effective and always work well with our internal channels to deliver a great product and amazing results. The success of the NHL playoff beard video speaks for itself.”

Ferg Devins | Molson Coors | Chief Public Affairs Officer