Seize the Summer encouraged users to get out and make the most of summer.
Through Facebook or a mobile app users could earn badges for almost anything they did that summer. They received points, bragging rights and a select few won spur of the moment fly-away trips.
Players could win badges for everything from simply wearing shorts to cooking various meats over flame to portaging a canoe.
The badges appeared on MolsonCanadian.ca
Special edition cans celebrating Hockey Canada's 30th Anniversary
Molson Canadian 67 - print ads
Molson Canadian 67 - Globe & Mail wrap. The first page ran on the front of the weekend lifestyle section. The payoff ran on the next page.
Digital billboard that ran in Vancouver during the 2011 Stanley Cup finals.