Molson Red Leaf Project Generates Sustainable Energy

By March 11, 2016 June 1st, 2021 Experiential Marketing

The Challenge
Molson Canadian wanted to connect with beer lovers in a meaningful way. The iconic Canadian beer brand wanted to give back to its community and reward volunteers for their hard work.

The Solution
The Red Leaf Project was a cross-Canada initiative to encourage people to volunteer and make their community more sustainable. Each volunteer helped clean up and plant red maple trees in their local community parks. To reward them for their good deeds, MOUSE Marketing helped Molson Canadian surprise volunteers by gifting them VIP tickets to a concert experience put together exclusively for them.

The Results
Molson bused hundreds of volunteers into the big city from all over Ontario. The epic evening included special live performances and brand installations.  To help push that sustainability initiative, attendees were able to generate 24 watts of electricity with every step on Canada’s first sustainable dance floor.  The energy produced triggered digital energy meters, house lights, music, and LED decor. Volunteers were challenged to generate enough energy to “get the party started” and rewarded for achieving energy targets. Hats off to Molson Canadian fans for generating 70,5020 watts of sustainable energy per second.

Our entire marketing team was blown away by this activation and the energy produced.

- Mike Coletta, Relationship Marketing Manager