Opportunity

To make Molson Canadian Ireland one of the most talked about beer brands on social media this year in Ireland.

Solution

In 2014 we brought the iconic Beer Fridge (the one that opens for a Canadian passport) to Ireland with one major change... we made Ireland Canadian. The campaign was launched on social and amplified across TV, cinema, radio and press. But there was one catch... you had to find the fridge first! 

In June 2014 we hid the famous Molson Canadian Beer Fridge in three secret locations offering a once in a life-time prize to the first person to find it. In order to uncover the Beer Fridge - we launched an interactive map which zoomed in every time a #makeitCANADIAN Tweet was posted. The more followers tweeted with the hash tag the closer the map zoomed in. 

The campaign was a huge success with hundreds of fans getting involved in the live search for the fridge in Dublin, Galway and Cork. The hunt for the Beer Fridge not only helped grow audiences on Molson Canadian’s social channels, it also generated a huge amount of brand awareness amongst our core target audiences with a total of over 1.4 millions views of the activation

The activation also helped to grow Molson Canadian's social audiences across Facebook and doubling audiences on Twitter. 50,000 fans engaged with the Beer Fridge content on social. 

#makeitCANADIAN reached over 300,000 people on Twitter and trended throughout the campaign.