Beer company’s marketing gimmick shuts down Toronto intersection
TORONTO – One of Toronto’s busiest intersections was shut down for about two hours Monday evening after a suspicious package was found.
The intersection of Spadina Ave. and Dundas St. W. was closed after police found a briefcase strapped to a post around 5 p.m.
The bomb squad was called in and streetcars were diverted, causing major delays for commuters.
Turns out the package was part of a “Search & Rescue” scavenger hunt Coors Light Canada is currently running.
The marketing gimmick has the beer company hiding prize packs in a branded steel briefcase around Canadian cities. Participants get hints online as to where the “Rescue Box” is hidden.
The one on Monday caused concern because it was attached near a TTC streetcar platform.
Although Coors Light Canada apologized to the TTC on Twitter, the stunt on Monday did not sit well with commuters who were affected, and many voiced their anger towards the company.
No word yet whether the company will be fined over the stunt.
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