A marketing gimmick took a negative turn on Monday after a briefcase, which was part of a contest by Coors Light, forced the closure of a major downtown intersection for several hours.
All adventures must come to an end. Thx to all who participated in #searchandrescue. For those who were disrupted in anyway, our apologies.
— Coors Light Canada (@coorslightca) July 8, 2014
Calls were made to police about a suspicious package at Spadina Avenue and Dundas Street West around 5 p.m. Police and fire crews closed the intersection at the height of rush hour for about two hours while they investigated. The grey case was strategically placed at a streetcar stop as part of a Coors Light #searchandrescue promotion.
@TTCnotices Sincerest apologies for any disruption this has caused. We are contacting appropriate people immediately to fix the situation.
— Coors Light Canada (@coorslightca) July 7, 2014
Several transit users took to Twitter to express their frustration with the delay the promotion caused their commute home.
— andy gardner (@plorry) July 7, 2014
— Mark Dekker (@markjdekker) July 8, 2014
— Morgan Roebuck (@MorganRoebuck) July 8, 2014
— Branden Wesseling (@BCWesseling) July 7, 2014
@coorslightca do you guys even think before you plan this stuff? A lot of people are late, pissed off, and screwed over thanks to you.
— Alison (@roundraglanroad) July 7, 2014
— Smallmedium (@Smallmedium) July 7, 2014
Police have since returned the package to Coors. There has been no word on charges.