Spotted! History ices Yonge Dundas Square
The channel lets fans (and media buyers) test out their ice-road trucking skills with a promotional stunt in the heart of downtown Toronto.
Ever sit in your office, computer screen glowing, and wonder what it would be like to be an ice road trucker instead?
Torontonians are getting the chance to find out with a promotional stunt for History Television’s Ice Road Truckers at the city’s Yonge Dundas Square this morning.
A fully branded History Television stage features a faux-ice track (plastic that simulates ice) and a fleet of remote-controlled big rigs ready for people to test their ice-driving skills.
Although pedestrian traffic was a bit light at 8:15 a.m. in the Square, several willing pea-coated and Blackberried volunteers stepped up to the starting line when MiC stopped by this morning. And although the event is as much a public-facing promotion as anything, local media buyers will also be arriving in groups of four all day long to test out the their skills and, History hopes, familiarize themselves with the channel’s highest-ever rated show and its young target demo.
Ice Road Truckers has been a big hit for the Canwest-owned channel, becoming its highest-rated show ever with over a million viewers tuning in toward the end of last season. The reality show follows big-rig drivers as they navigate the dangers of arctic roads. The third season starts Wednesday March 31 at 9 p.m. on History.