Budweiser is activating around this fall’s World Cup of Hockey in a big way, building a two-storey version of its Wi-Fi-enabled goal light that will be posted at the North Pole.

But the beer brand isn’t taking the direct route to its final destination, instead crossing the country this spring to let Canadians get a look at and add their own personal touch to the structure.

UM is leading the media buy on the campaign, with Anomaly on the creative, Veritas Communications on PR and Mosaic on experiential.

Starting in New Brunswick at the end of February, the tour has passed through Ottawa and Quebec City, and will be in Toronto from today until Monday before continuing its journey West. The tour will stop in Vancouver on April 9.

The Red Light will be situated at Casey’s Bar and Grill at 123 Front St. West in Toronto today, with hockey alumni Paul Henderson on hand until 1 p.m. to welcome the tour to the city.

At each stop along the way Canadians are encouraged to add their names to the Red Light. The giant goal light was introduced to Canadians with ads during Hockey Night in Canada and the Super Bowl with a 30-second TV spot showing the transportation of the light across a snowy landscape.

The original Budweiser Red Light, which is activated when a user’s favourite team scores a goal, was released in 2013 (and is still available for purchase online). The giant Goal Light was the latest thing to come out of Budweiser’s “Goal Lab,” where consumer-submitted ideas for new ways to celebrate goals are prototyped and voted on by the public.