11,000-pound ice truck

[FireCat]

The Zurich, Ontario, business wanted to demonstrate its batteries’ ability to stand up to the cold, so it stripped the cab and body from a 2005 GMC Silverado, fitted it with a steel frame and hired ice sculptors to chisel out a frozen frame around a regular chassis.

Car battery workers in Canada have created what could be the coolest ride ever. But those who wanted to take their 11,000-pound ice truck out for a spin had to be quick, getting behind the wheel before it melted.

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[Accname]

Thats pretty good marketing.
Making a publicity stunt that has actually some tie ins with your product and showcase its capabilities while still being pretty cool to see.