Molson Canadian wanted to evolve the hockey viewing experience. With tickets being expensive and demand high, not everyone can attend a live game. So the brand worked with Wavemaker to bring that experience to Canadians in their homes and on-the-go. People could repurpose the Molson packaging into a cardboard VR viewer, which they then used to watch the game. Working with the NHL and Sportsnet, the team identified six games that featured all seven Canadian NHL teams. It brought fans to the forefront by unlocking front row access to those games with the first-ever live-stream multi-camera VR experience, featuring exclusive content and camera feed selection. The campaign generated huge buzz, tracking almost 54 million impressions with coverage on all major national outlets, including Sportsnet, HNIC, Breakfast Television and the Toronto Star.