The Molson Canadian Party Pick-Up game was developed as part of Canada's 2007 Canada Day programming. The game challenges users to put their pick-up skills to the test by bouncing around the main street of a virtual city in an attempt to collect their crew and get them all to the party on time. When the game ends, the user is encouraged to round-up their own friends and find an actual Molson Canadian party in their area by visiting the Out There section of the site. The game embraced key brand tenets and provided a perfect lead into the Molson Canadian site.