Canada’s Goal Light, which first debuted in Budweiser Canada’s Super Bowl 50 ad, was set to make its first public appearance at the World Pond Hockey Championship in Plaster Rock, New Brunswick alongside celebrity influencer, and the greatest goal scorer of all time, Wayne Gretzky. Bound for the top of the world, the two-storey tall goal light was about to embark on a cross-Canada journey rallying Canadians behind goal celebrations.
This campaign paired influencer marketing alongside the support of everyday Canadians to create the ultimate Canadian experience. The initial touch point resulted in 31 interviews, 187 stories 76.7 MM impressions to date. Learn more about Budweiser’s promotional use of the hockey red light on its website.