So what are the magic words to open this year’s Molson Canadian fridge? Many different kinds of words, to be exact.
That’s right, in order to open the fridge, the phrase “I am Canadian” needs to be spoken in six different languages.
In a heartwarming bid to highlight Canada’s vast multicultural spectrum, Molson added the very Canadian component. It’s also appropriate considering the Pan Am/Parapan Am Games are rolling into Canada — and those games represent cultures from around the world. Last year’s Molson Canadian fridge required people to sing “O Canada” to get it to open, and in the inaugural year all you needed was your passport.
For 2015, the fridge’s third year making the rounds, with millions of people heading to the Land of the Maple Leaf it only makes sense that the fridge will be making its public debut at one of the Toronto venues. If you were thinking of attending the Games and you want some free beer, you might want to amass all your foreign-language-speaking friends and head down as a group.
Using Google’s Speech Recognition (and other Google technologies), the fridge is able to recognize 40 different languages, ranging from French and Mandarin to Portuguese and Hindi. When the phrase “I am Canadian” is spoken, the language used is displayed on a digital panel on the fridge. Once the fridge recognizes six different languages — which can come from multiple people — the door opens, revealing row upon row of vintage Molson Canadian cans.
“With Canada Day right around the corner, and with our country only weeks away from welcoming the world at the Pan Am Games, we wanted to celebrate one of Canada’s most admired traits: its diversity,” said Chris Blackburn, Director of Marketing, Molson Canadian. “With the incredible support we’ve received from Google, we were able to create the most patriotic version of our beer fridge yet, bringing people from many different cultures together over an ice cold, Canadian beer.”
Speaking of awesome marketing campaigns, if you liked this, check out some more of our favourite PR stunts in the gallery below:
You’ll need more than your passport to open this year’s I Am Canadian fridge
Push to add dramaIf you saw a button in the town square that said: "Push to add drama," would you press it? Watch what happened when just such a button was put in place to promote the launch of a Belgian TV channel -- and somebody pushed it. Watch out, it gets kind of crazy.YouTube
Bye Bye Red EyeIf you're looking for super tired people, look no further than at an airport. With the help of clever facial recognition software, coffee vendor Douwe Egberts rewarded yawning travellers at O.R. Tambo International Airport in Johannesburg, South Africa, with a free cup of coffee as part of the Bye Bye Red Eye campaign.YouTube
WestJet's 'Christmas Miracle'Having a good day at an airport is usually a miracle all on its own. But last year, WestJet made all of its passenger's Christmas dreams come true. Before their departure, a virtual Santa Claus asked them what they wanted for Christmas. When they boarded the aircraft, WestJet staff started scrambling – they had recorded every single request and had some serious shopping to do. By the time the plane landed, Calgary International Airport was loaded with gifts ranging from socks, to big-screen TVs.YouTube
Amazing mind reader reveals his giftThe Belgian Financial Sector Federation (Febelfin), came up with a great way to demonstrate how easy it is to find out everything a crook needs to steal banking information: Employ a "mind reader." Watch how easily he divines his victims' deepest secrets – and the trick behind it. The goal is to help customers use Internet banking more safely. It'll make you think twice about what you put online.YouTube
Beethoven's 'Ode to Joy'On its 130th anniversary in May 2012, Spanish bank Banco Sabadell celebrated by organizing a musical flash mob in the town square. The European Anthem, better known to us as Beethoven's Ode to Joy, has never sounded so good!YouTube
Heineken's Departure RouletteHeineken pulled an attention-getting stunt at JFK International Airport in New York with a game called Departure Roulette. Travellers were invited to push a button to discover a mystery destination – but the catch was, they has to immediately abandon their travel plans and go there. What would you do? The campaign was so popular, they offered it again to people who commented on the initial video online. Super cool.YouTube
Dove Campaign for Real BeautyDove's Real Beauty campaign has been fighting the fashion industry's unrealistic depiction of the female form for several years. Combatting the subtle, and not-so-subtle ways we're encouraged to believe that beauty equals being ultra-skinny, the company came up with a clever trick: a Photoshop add-in that claims to add a healthy glow to skin, but actually removes the "improvements" made to models' bodies in ads. While they're not admitting whether anyone actually downloaded and used it, the effect of the add-in is telling.YouTube
Sometimes, security cameras catch something totally differentSecurity cameras pick up all kinds of wrongdoing, but they also see a lot of what's right. Check out this campaign from Coca Cola showing the goodness in human that we don't usually hear about.YouTube
The RantFinally, a classic: The Rant, from Molson Canadian. I am Canadian. It's zed, not zee!YouTube