Molson had its own ‘roving reporters’ covering Olympics

Molson Coors designated 16 staffers to provide daily dispatches to their colleagues, who have produced the beer that spectators (and some athletes) enjoyed during the Vancouver 2010 Winter Games.

With its headquarters in Montreal and 15,000 employees in Canada, the United States, the U.K. and China, Molson Coors needed a way to bring the action to all its employees.

“Words are one thing, but the visual, the sound really brings it home,” says Sebastien Charbonneau, manager of employee communications. “The atmosphere, the ambiance, the buzz around Molson and the Games are going to the rest of our organization. Why not video?”

So the communications team enlisted the help of some of its Vancouver workers to be roving reporters. They provided five-minute daily videos to be featured on the Molson intranet, internal TV channel and external blog.

Molson reporters, for example, showed fans drinking beer and having fun at the Molson Canadian Hockey House. They showed the Molson-sponsored athletes talking about their experiences at the Games and their gratitude for the sponsorship.