Molson has really embraced social media. A number of their employees are on Twitter and they have a great community blog. I was asked by their PR company, National, if I could craft a series of videos about the shinny hockey community for the Molson blog.
We made three videos in total covering the history, rules, and rituals of the game. I interviewed players at the Canadian Pond Hockey Championships in Muskoka, and at indoor and outdoor games across the GTA. The shinny community is really friendly and inviting. I love the look and feel of these videos, and making them has actually inspired me to start playing next year.