MOLSON BEGINS CANADIAN HOCKEY CAMPAIGN
By Adnews Staff
Montreal-based Molson has prepared a new campaign tied to Canada's national hockey teams involving television advertising and an online game called the Molson Canadian Intimid'EHtor. The television advertising includes four 15-second spots that will air during the Olympic Winter Games. The ads depict hockey players who are intimidated by Team Canada. One ad, called "Reservations", shows the entire Russian hockey team at a hospital emergency room making reservations for after their game with Canada. The Molson Canadian Intimid'EHtor at <http://www.iam.ca> allows visitors to choose an animated player from the U.S., Czech Republic or Russian teams and alter him with options such as no teeth, diapers or a Canadian flag face tattoo. Visitors can then send the image to up to ten friends. A contest component will award one winner a framed Team Canada jersey and an autographed photo. Links on hockey related Web sites including Faceoff.com, Canada.com, Slamsports.com, HHOF.com and Canadianhockey.ca as well as a billboard during Molson hockey telecasts will direct traffic to the Iam.ca Web site. The television advertising was created by Bensimon Byrne D'Arcy of Toronto. The Intimid'EHtor was created by Nine Dots. Public relations for Molson are handled by Thornley Fallis Communications.