Drake has seemingly pulled out all stops with the marketing campaign of his new album ‘Iceman,’ installing a huge ice structure in Toronto just to reveal the release date of the album. It is a bit out of character for the rapper as he has not attempted such a stunt to promote any of his previous works. But with changing times, he might have thought that this would really work wonders for his new album.

Well, he was not wrong, as it has garnered attention, but not the way he would have wanted. Enthusiasts are now being spotted employing dangerous methods to hunt for Drake’s new album release date. Actually, the Canadian rapper revealed on Instagram on Monday, April 20, that he has built a massive ice installation in the Bond Hotel parking lot in downtown Toronto, and inside the structure is the release date of his highly anticipated new album.

Soon after, locals marched to the building to take pictures and videos while speculating about when the ice could melt and reveal the project's release date. Some fans have even tried to demolish it using pickaxes, sledgehammers, and other tools. Some have turned to using hairdryers, flamethrowers, and small campfires to attempt to melt it.

Given the current seven-day forecast in Toronto, reports indicate that the blocks of ice will melt naturally in about a week if fans are unsuccessful in their attempts. This wait is exactly what motivates them to use absurd and utterly dangerous methods to get to the release date.

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Their actions have been criticised by many on the internet, calling out the hazard behind their commitment. 

There are some pretty wild reactions to the incident online. There are a lot of people on the internet who have spoken against the absurdity of what fans have been doing to get to the release date. Most of the comments make fun of the people involved, damaging the ice structure, calling them different things, while some have just labeled the whole situation as unnecessary and over the top.

"Dweebs," commented one person.

"It’s never that serious," said another on the situation.

"These dudes some real groupies lol smh," said someone about the individuals in the video.

"Someone finna get hurt and they gunna blame drake lol," another commented about the dangerous attempt.

"Just for a “release date”," wrote someone in disbelief.

Notably, this is not the only marketing trick he has engaged in for the promotion of his latest album, going above and beyond with cryptic social media messages to 'Iceman' themed branding. However, the latest endeavor has really evoked some extreme responses from the fans, who have been eagerly waiting for Drake’s comeback post his feud with Kendrick Lamar. Still, it would be good if this little stunt gets over before anything dangerous happens.

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What do you think of Drake’s new ice installation gimmick? Share your thoughts in the comments.