Drake staged a viral publicity stunt in a downtown Toronto parking lot by erecting a massive, 25-foot-tall ice structure containing the hidden release date for his upcoming album, Iceman. See it for yourself in the video below.
Chaos and Crowds
The installation quickly devolved into chaos as crowds of fans flocked to the site, some attempting to accelerate the melting process by attacking the structure with pickaxes, hammers, and even flames and blowtorches.
…to the Rescue
Toronto Fire Services intervened by cordoning off the area and using high-pressure warm water streams to dismantle the formation, effectively ending the spectacle prematurely.