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."
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
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.