Megan Haynes

To connect with avid hockey fans (in the 24- to 34-year-old range), Molson Canadian is dishing out some grand gestures.

To start, the Molson Coors beer brand took over Yonge-Dundas Square in Toronto this afternoon, erecting a 20-foot viewing platform, bringing in iconic Canadian band The Tragically Hip, a”can-mera” (a beer-themed photo booth connected to social media channels) and the now well-known beer fridge. (Unlike the travelling fridge that made waves last year, this version opens with a rendition of “Oh Canada.”)

http://strategyonline.ca/2014/10/08/molsons-grand-hockey-gestures/