Learn the secret handshake. See the show. This idea was simple, yet engaging. Challenging viewers to learn the secret handshake for their chance to attend an on-campus concert from a killer band.

During the campaign, bars were packed with bearded hockey fans cheering for their favourite team and drinking Molson Canadian, thus strengthening the brands bond with the game of hockey. And, with so much beer being served, bars provided the media space free of charge.