冰球球迷品牌活動
Molson Canadian 的 Cheer Canadian 宣傳活動為水牛城(Buffalo)請客一輪
Molson Canadian 於水牛城舉辦品牌活動「The Molson Canadian Cheer Canadian」，配合布魯因斯對戰狂野者（Bruins-Sabers）附加賽第六場，於城中多間精選酒吧為球迷免費請客一輪，回應第五場比賽中一段爆紅時刻。此次 Molson Canadian Cheer Canadian 活動的延伸，源自比賽期間音響系統出現故障、國歌演奏中途中斷——水牛城球迷憑本能，自發合唱完成整首加拿大國歌。
水牛城是美國少數幾個於每場主場賽事前，均會演奏加拿大國歌的市場之一，這得益於其鄰近加拿大邊境，以及當地龐大的加拿大球迷群體。Molson 更配合這場酒吧活動，於全市推出一項針對性的戶外廣告牌宣傳活動。
Molson Canadian 藉此展示出，實時回應一個未經事先安排的文化時刻，如何能演變成一場真正反映所服務社群的宣傳活動。
英文原文
Molson Canadian held the brand activation 'The Molson Canadian Cheer Canadian' in Buffalo for Game 6 of the Bruins-Sabers playoff series, buying fans a round at select bars across the city in response to a viral moment from Game 5. The Molson Canadian Cheer Canadian campaign extension followed a sound system issue that cut out mid-anthem during the game, when Buffalo fans instinctively sang the Canadian national anthem to completion.
Buffalo is one of the few US markets where the Canadian national anthem is played before every home game, thanks to its proximity to the border and a strong Canadian fanbase. Molson paired the bar activation with a targeted out-of-home billboard campaign throughout the city.
Molson Canadian shows how responding to an unscripted cultural moment in real time can evolve into a campaign that reflects the community it serves.
- 來源
- Trend Hunter
- 發布
- 2026-05-05
- 品類
- Billboards
- 出處
- molson