2014 Winners

Digital Engagement: SILVER

Molson Canadian - Spoiler Alerter

In 2014, Molson Canadian sponsored the World Jr. Hockey Championship – one of the biggest tournaments of the year. But with the tournament 7 times zones away in Russia, many Canadians would still be in bed during puck drop – PVR’s set to watch the game later.

That meant there was a problem. Spoilers. People didn’t want to know the score before they’d watched the game. But the internet makes it almost impossible to avoid score spoilers. That’s where we came in.

The agency created an app that detected websites containing score spoilers, then set off an alarm on your computer to warn you.

The Spoiler Alerter was a Google Chrome plug-in called the. The app scanned websites looking for an extensive list of words associated with Canadian hockey. When enough words matched, it triggered the alarm, warning you that the site contained a score spoiler.

With a simple click, you could go back to the previous site you were on, or proceed anyway.

The app launched just in time for the tournament and garnered international headlines in various blogs and online publications. It was even featured in the Globe and Mail and various other print publications. Online, we saw huge success in social media, with strong engagement through the various Molson Canadian social channels, and through social networks as a whole.


Client: Molson Canadian

Creative'Directors: Aaron Starkman, Dre Labre, Chris Staples, Ian Grais

Art Directors: Joel Holtby

Writers: Mike Dubrick

Interactive Producer: Sarah Lasch

Front-End/Back-End Developer: Scorpio Lam

Designer: Steve Lam

Account Services: Scott Lyons, Katie Trainor

Have questions? Need help?
Contact Zoe Sherwood at 416-408-2300 x237 or zsherwood@brunico.com.