Molson Canada
Molson MVP:
Molson’s Most Valuable Pick (MVP) app lets fans predict live hockey outcomes and test their trivia skills, all while deepening their connection to the game. It started as an on-premise experience tied to the NHL, but this year, it’s expanded into bars, partner markets, and even off-premise, now without the NHL tie-in.
The Ask:
Molson asked to create a simple, effective activation guide that keeps Molson top of mind during hockey season. So, we built a 360° toolkit with on and off premise tools, pre-shop touch points, all while incorporating Molson MVP into every part of the shopper journey.
Off Premise
Hockey fandom shows up in a million ways through jerseys, rivalries, and rituals, but one thing unites them all: raising a Molson. Because if hockey’s for everyone, so is our beer.
YOUR TEAM. YOUR FANDOM. YOUR GAME. YOUR MOLSON.
A simple scan at POS turned every purchase into more than a beer. It delivered the ultimate Molson game day experience fans deserve.
On Premise
Inside the bar, the Molson MVP app turned every game into an immersive fan experience. With a quick tap, fans could earn rewards, rep their fandom, and relive the action through interactive tools built for hockey-heads. Custom gear, exclusive team prizes, and even bar-level experiences kept the energy high, all anchored by buckets of Molson waiting at the table.
Molson fandom didn’t just live on screen, it came to life in every detail. Fans repped their teams with can sleeves handed out at the bar, raised their glasses beneath custom LED team signs, and bartenders poured from team-centric tap handles. Ordering a Molson bucket unlocked interactive hockey-shot games, while the MVP app was always within reach for rewards and exclusive access. By logging in to Molson MVP on site, fans entered to win custom gear, team prizes, and unforgettable bar-level experiences—making every moment of game day feel uniquely theirs.