Companies are always looking for new ways to market their products but this project didn't end very well.
Coors Light Canada is apologizing after their latest promotion tied-up traffic during rush hour at Dundas Street and Spadina on Monday afternoon.
A silver briefcase was attached to a railing at the TTC streetcar stop there. It looked suspicious, forcing the police to investigate.
It ended up not being a threat, but instead part of a contest where Twitter followers 'search and rescue' the boxes to win a prize.
The TTC had to divert one of their lines.
Coors Light apologized and has decided to end that country-wide promotion. The company says it will also make sure to speak with officials in other cities where the briefcases were placed, to avoid similar situations.
Torontians took to Twitter to express their disappointment: