Molson was looking for a new way to connect with hockey fans while increasing brand engagement with a new and younger demographic and ultimately driving forward brand equity with the next generation. We led Molson through a landscape diagnosis to guide the approach to activation, discovering a compelling insight: in a post-pandemic world, hockey fans (LDA-34) were most looking forward to dating again.
With that in mind, we developed a brand act that leveraged Molson’s NHL Partnerships and would spark new connections through a common interest: hockey. Molson Matchup Powered by Bumble was a national contest in partnership with four Canadian NHL teams that rewarded Bumble matches with the first date of their dreams, attending an NHL game IRL. Ten lucky new pairs were rewarded with a VIP experience and official first dates at a regular season NHL game, including team merch, transportation and onsite hospitality perks.