Casestudy Molson Canadian Live at the Lake | The Feldman Agency

Molson Canadian Live at the Lake

Molson Canadian has a long history with music and, in that tradition, they planned a massive outdoor concert in an undisclosed Canadian location. In an effort to drive beer sales, Molson Canadian partnered with bars and retailers across the country to provide contest winners exclusive access to the event. Molson Canadian needed the right act to anchor the huge outdoor concert.
  • Worked closely with Molson Canadian executives to develop a list of potential headliners that fit the objectives of the event

  • Secured artist availability information on a short list of potential headliners from managers or booking agencies

  • Offered, negotiated and contracted event headliner Eric Church

  • Administered all deposits and payments to contracted talent

  • Handled the licensing of performing artists’ music for the purpose of advertising, promotion and an online event wrap up video
  • On September 21, 2013, Molson Canadian brought 800 lucky contest winners from across the country to the ruggedly beautiful Ontario landscape of Muskoka for Live at the Lake. Overhauling a traditional summer camp, Molson Canadian created a down-home, cottage-country experience headlined by country music icon, Eric Church. Live at the Lake succeeded in reaffirming Molson’s long-standing connection to music while developing brand loyalty with attendees that will last a lifetime.