We brought 3 foreigners from Papua New Guinea to Canada. They landed in St. John’s Newfoundland. Their return ticket home was dated 10 days from when they landed and it left from Vancouver - almost 8,000kms away.

Relying on help and kindness of Canadians, the travellers had to make it across the entire country.

Through social, Canadians could guide the travellers in real-time and follow them along on the journey.

In the real-world, we hoped that Canadians would step up and show some kindness and help our travellers. And Canadians didn’t disappoint.

For 10 days, the travellers made their way across the country with the help of Canadians. We popped up in public places, surprising Canadians and engaging with them in real-time.

Using social, Canadians guided them along the way - helping them with food, accommodations, and directions. And because they could track the travellers in real-time, Canadians were able to come out in the real-world, meet and even travel with the travellers along the journey.

We were able to make it almost 8000 kilometers in just 10 days.

Once word of the campaign caught on, other brands jumped on board too - offering to help out too.

The campaign lived in a live format through various social channels during the journey. And once they completed their journey, the entire trip was turned into online and broadcast content.

In a declining beer market, Molson Canadian is seeing their sales on the rise. Canadians came out of the woodwork to help our travellers across the country - in only 10 days, we made it almost 8,000 kilometers.

The campaign had a big impact across all of Molson’s digital channels. The campaign was even curated and localized so that people would see content relevant to the part of the country they were from.

Google has named Welcome Party of a best in class use of brand social channels and targeting.