Coors Light Sends Canadians on Treasure Hunt with ‘Search+Rescue’ Campaign

Coors Light "Search + Rescue"

UPDATE: Monday, July 7

Transit was diverted in Toronto and the police called when one of Search+Rescue cases located at the busy intersection of Spadina and Dundas Street was reported as a “suspicious package”. Within a few hours CoorsLight announced on Twitter that they were ending the promotion.

Original story:

This month Coors Light will have Canadians beating the bushes and scouring back alleys from coast to coast, hoping to find one of the 880 hidden ‘Search+Rescue’ boxes hidden across the country.

Until July 31, Canadians (of legal drinking age) can visit to enter the location and hopefully spot one of the Search+Rescue boxes nearby. Each box contains an adventure-themed prize including racecar driving, rafting trips, Coors Light parties or gift cards.

When a box is found, the finder must follow @coorslightCA and tweet a picture of themselves with the box along with the unique box code and the hashtag #searchandrescue.

The campaign was created by Leo Burnett Toronto.

[via Marketing]