Molson Canadian Promo, Case study GEAR UP FOR GOLD by Zig

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Canada
Agency Zig
Art Director Spencer Black
Designer Dylan Royal
Released February 2010

Credits & Description

Category: Best Localisation Campaign
Product/Service: BEER
Agency: zig
Date of First Appearance: Feb 11 2010 12:00AM
Entrant Company: zig, Toronto, CANADA
Entry URL:
Chief Creative Officer: Aaron Starkman (zig)
Art Director: Spencer Black (zig)
Writer: Neil Blewett (zig)
Writer: Scott MacGregor (zig)
Planner: Chris Hayes (zig)
Planner: Doug Potwin (zig)
Development Leader: Chris Czegel (zig)
Developer: Waqar Ahmed (zig)
Developer: Joshua Ho (zig)
Developer: Karl Pawlowicz (zig)
Quality Assurance Leader: Wendy Lee (zig)
Information Architect: Bo Zou (zig)
Designer: Dylan Royal (zig)
Team Leader: Natalie Calderon (zig)
Team Leader: Alexandra Ungureanu (zig)
Project Manager: Ashley Eaton (zig)
Media placement: Online Application - Facebook - 11, February 2010

Results and Effectiveness
The response from Canadians was overwhelming. During the 14 days of the Olympics, 343,000 Canadians changed their Facebook profile picture to a personalised Team Canada hockey jersey. In the process, the application generated over 300 million impressions. What’s more, Molson Canadian’s Facebook page grew from 32,000 fans to 375,000, becoming the second-largest branded Facebook page in Canada, surpassing the Canadian pages of Pepsi, Starbucks and Budweiser, our competition. The application featured prominently in national newspapers and blogs, and Molson Canadian played a major role in celebrating Canadian pride during one of the most culturally relevant moments in Canadian history.

Creative Execution
The “Gear Up For Gold” Facebook application allowed Canadians to turn their profile picture – the thing that most represents them – into a personalised Team Canada hockey jersey. This was the first time a branded application had been used to change a user’s profile picture. That meant everything users did, from posts to comments, promoted the application and Molson Canadian during one of the most culturally relevant moments in Canadian history. Before any paid media began, we launched the application to our 32,000 fans. The plan was that their friends would see it, want one as well and become fans of Molson Canadian in the process. The application automatically posted two messages on the user’s wall, promoting Molson Canadian and the jersey application. Thanks to its inherent viral nature, profile pictures featuring the personalised Team Canada hockey jerseys started showing up all over Facebook, including the walls of our competition.

Insights, Strategy & the Idea
Molson Canadian is one of Canada’s most recognisable brands. And with the 2010 Olympic Games taking place in Vancouver, we wanted to share in this unique moment of heightened pride with the entire nation. Of course, we knew one of the places Canadians would be most vocal during the Olympics would be Facebook. And what they’d be talking about more than anything would be hockey. At the time, the number of fans on our Facebook page was a modest 32,000. However, if we could offer them a unique way to celebrate the Olympics and show off their pride, maybe their friends would join them, and become Facebook fans of Molson Canadian in the process. Our goal was to start a dialogue with our fans by giving them a way to turn their Facebook profile pictures into one of the most iconic Canadian symbols – a personalised Team Canada hockey jersey.