High Road’s own Danna Barak took social media to the next level, braving frigid temperatures as she and Canadian Tire’s social media specialist Tweeted their way from Toronto to Calgary, stopping in places such as Winnipeg, Saskatoon, Regina and Edmonton.

Accompanied by the world’s largest mobile rink refrigeration truck, this custom-built  53-foot truck houses all of the materials needed to transform McMahon Stadium from a football field into an ice rink for the 2011 Tim Hortons Heritage Classic.

Canadian Tire is the official sponsor of the rink build for 2011 Tim Hortons NHL Heritage Classic, the second outdoor game of the 2010-11 NHL season. This event will mark the first outdoor game for the Calgary Flames in their franchise history, and the second for the Canadiens. The game will take place on February 20, 2011 at McMahon Stadium.

The Truck Stop tour visited local Canadian Tire stores for special fan events in Toronto, Winnipeg, Regina, Saskatoon, Edmonton and Calgary. Consumers were invited to enjoy some Tim Hortons hot chocolate and coffee, fan giveaways, and take a commemorative photo in front of special green screens.

Fans also had the opportunity to check out the truck which carried a 300 ton capacity refrigeration trailer that is responsible for keeping the ice cool at McMahon Stadium, 350 gallons of paint to make the ice white, and 3,000 gallons of coolant used to freeze the rink.

Danna and Canadian Tire’s social media specialist Tweeted along the way and posted photos and updates to Facebook, stopping at local landmarks and hockey sites such as the Bobby Orr Hall of Fame, and  West Edmonton Mall which features an impressive indoor rink.

Media were involved in the truck tour every step of the way, getting the word out to consumers prior to the events, and showing up on site to take pictures and video of the truck. Coverage for this campaign has been outstanding, further driving Canadian Tires message of hockey pride.

Watch for more blog posts on the Heritage Classic as High Road will be on site for the game on February 20th.

Canadian Tire wanted to a way to demonstrate their commitment to sustainability and community, through an interactive online report that profiled all of Canadian Tire’s environmentally and socially-conscious activity in their product choices, their stores and the communities they serve.

High Road Communications developed a virtual world that used a combination of video, photos and dynamic content to tell Canadian Tire’s sustainability story.

Visitors can zoom into different areas – the store, a soccer field, homes, trucks, gas stations – and tour the different sustainable activities and processes that Canadian Tire had implemented. These range from energy-efficient lighting in stores through to their community involvement in JumpStart and Lucky Clover programs for Canadian kids.

The online report is accompanied by a downloadable print version, which can be printed out by section or in its entirety.