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Toronto & the beer promo

A summer marketing campaign run by Coors Light Canada forced the closure of a major Toronto intersection during rush hour on Monday.

Streetcars were diverted and police were called after a briefcase was found attached to a metal railing (at Spadina Ave. and Dundas St. West).

It turned out the briefcase was part of a month-long challenge to find prizes using an online map and through clues from Twitter.

A recent company news release said some 880 similar briefcases were to be hidden across the country during July as part of a promotion dubbed ”Search and Rescue.”

Coors Light Canada later posted a message on Twitter to offer what it said was ”sincerest apologies for any disruption this has caused.”

The company later said the promotional campaign is now complete and that a new one will be introduced at bars across the country in the coming weeks.

The Canadian Press

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