A series of pre-recorded wake up calls were created featuring TSN SportsCentre broadcast celebrities/cult-heroes, Jay and Dan. A strong TV, digital and mobile campaign encouraged fans to register online to receive the calls prior to each of Team Canada’s early morning games.

Within the broadcast game coverage on TSN, four Molson Canadian branded TV ads were aired, each with special guest voice over by Gord Miller, the voice of the World Jr broadcasts for the past 12 years. Not only did the wake up calls deepen the connection between the Molson Canadian and the tournament, but they also got viewers out of bed to see the brand’s ads embedded within the broadcast.

In total, more than 18 million Canada’s tuned into the live action during the tournament and Molson Canadian’s messaging (approx. 2.5 times the audience for the Super Bowl in Canada). In all, 42,403 wake-up calls were made (40% above estimated). For the brand, it was a clever way to connect with the Core Hockey Enthusiast at an opportune time, and reinforce the distinctly fresh brand character of Molson Canadian.