Molson Matchup

CLIENT: MOLSON COORS / AGENCY: WASSERMAN CANADA

STRATEGY

IDEATION

DESIGN

The Challenge

Molson was looking for a way to connect with a new, younger demographic by using their NHL partnership to raise brand equity with hockey fans.

The Challenge

Molson was looking for a way to connect with a new, younger demographic by using their NHL partnership to raise brand equity with hockey fans.

The Insight

Wasserman's research team provided the intriguing insight that, in a post-pandemic world, hockey fans (LDA-34) were most looking forward to dating again.

The Insight

Wasserman's research team provided the intriguing insight that, in a post-pandemic world, hockey fans (LDA-34) were most looking forward to dating again.

The Idea

What if we could leverage an integration with a dating app to help hockey fans connect over their shared fandom IRL?

The Idea

What if we could leverage an integration with a dating app to help hockey fans connect over their shared fandom IRL?

The Activation

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.

Next Case Study