Fans in Canada can find hockey cards in beer right now as part of a nationwide promotion scheduled to coincide with the biggest two months in sports north of the border.
Four-card packs of special trading cards produced by Panini America are being offered with cases of Molson Canadian, Coors Light and Molson Export beer to coincide with the start of the Stanley Cup Playoffs. The cards also are available on-location inside key hockey-watching Molson Canadian accounts across Canada, including every Boston Pizza restaurant in the country.
The cards aren’t traditional hockey cards in that they don’t feature players, but rather franchise successes. Each card showcases one of the 92 Stanley Cup winners, with franchises that have enjoyed multiple successes like the Montreal Canadiens, enjoying multiple cards in the set.
They’ve been good sellers on eBay with singles, lots and even a few sets being offered. Click here to check out what’s been listed.
“The Molson Stanley Cup Collection is a truly engaging way to capitalize on the passion and excitement of the NHL Stanley Cup Playoffs,” says Jason Howarth, Vice President of Marketing for Panini. “Molson’s integrated, multi-platform campaign will resonate with NHL fans during one of the most exciting times in the sporting year. The Molson Stanley Cup program delivers a unique collectible experience and Panini America is proud to be a part of what will be one of the best NHL sponsor activations.”
There’s also al component available exclusively through a vibrant Facebook application that serves as the centerpiece of the entire Canada-only promotion.
Every physical card produced for the program has a special PIN number printed on the back. Entering that number into the Molson Facebook app unlocks that card virtually. In addition, every code entered also qualifies users to win a trip to the 2012 NHL Stanley Cup Finals.
Once those virtual cards are in your collection, you’re free to trade with other users via a unique virtual trade floor, collect by team or collect the complete set all in an effort to win other Molson Canadian NHL prizes.
“The Facebook app went live on March 15 and in less than three weeks there have been 132,000 PINs redeemed, 2,500 trades complete and almost 5,000 sets completed,” MacNeil says. ”The activity speaks for itself. People are collecting the sets. People think it’s a cool program. And hockey content from the NHL Playoffs will really amplify that.”
“Something we’ve always known is that hockey — especially when there’s a lot of emotion involved in the playoffs — is an amazing beer occasion,” said Molson Canadian Brand Assistant Cam MacNeil. “Whether people are getting together with their friends at home or in bars, it’s a great time to not only talk about hockey but to enjoy beer as well.
“It’s the emotion that really helps drive the fans’ passion during the playoffs, and that’s something that we’ve tried to connect to consumers with, whether it be showing the Stanley Cup on primary packaging or having a commemorative card program that talks about the history of the Stanley Cup.
“We’re not even three weeks into the program and people are already starting to make bids on eBay. That’s something we joked about in the beginning but it’s great to see because it shows that people are really valuing these in-case items as something special.”
Added Panini America’s Howarth: “It’s safe to say that while the Molson Stanley Cup Collection program is only live in Canada, NHL fans in the U.S. won’t be sitting on the bench and will be looking for ways to acquire the cards celebrating their favorite teams’ Stanley Cup Championships. There is no doubt that will be a significant driver for the Stanley Cup Collection cards on the secondary market and eBay activity for set collectors.”