Coors Light Canada causes commotion with "search and rescue" boxes

Have we not learned yet that dropping random boxes or cryptic neon signs around a city is not a great idea for a teaser campaign, but is a great way to get the attention of the police?
Coors light Canada just learned this the hard way, and watching it unfold on twitter seems so pedestrian now. We've done this so many times before, I can't even muster up the energy to roll my eyes. The Toronto Transit Commission diverted trains and the police showed up to sort things out. Way to go, delaying all commuters for an ad-stunt. I'd slow clap, but.. meh.

510 Spadina service diverting both ways via College, Bathurst, Queen, due to a Toronto Police investigation at Dundas and Spadina. #TTC

— Official TTC Tweets (@TTCnotices) July 7, 2014

@coorslightca 501 Queen streetcar route diverting due to a box located at Dundas and Spadina. Please contact TTC immediatelyor 911. #TPS

— Official TTC Tweets (@TTCnotices) July 7, 2014

@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

@coorslightca @TTCnotices How did it not occur to anyone that this might be an unwise idea?

— Smallmedium (@Smallmedium) July 7, 2014

@TTCnotices Well this is not a cool, refreshing way to end my day @coorslightca #streetcar #diverted

— Tylers (@Tylersdaytoday) July 7, 2014

@coorslightca @dustinparkes @TTCnotices The Silver Bullet!!

— Chorn (@guardoverseas) July 7, 2014

@coorslightca @TTCnotices Your marketing department is filled with morons. And your beer sucks.

— Branden Wesseling (@BCWesseling) July 7, 2014

But hey, at least it got noticed and talked about! Right? Right?

Update Coors Light Canada have now deleted their most recent search and rescue tweet. Screendumped below.