Big-box retailer Target Corporation took this on-ice, in-game branding opportunity to the next level by fabricating a custom fiberglass 3D shopping basket (mimicking the shopping baskets in its stores) and mounting it to a Zamboni, which was then dubbed the 'Big Red Basket.'

Between periods at NHL games at the Xcel Energy Center in St Paul Minnesota, fans can win a ride in the Zamboni's hollowed-out top, complete with bench seats and safety belts.

This particular Zamboni started its life as a functioning ice resurfacer in South Dakota before it was retired, then resurrected years later as the in-game branding opportunity it is today.

The shell is made of a styrofoam-based material combined with plastic, sprayed with a hard-shell fiberglass coating, painted a glossy PMS186 red and finished with multiple layers of polyurethane high-gloss clear coat that gleams from the nose-bleeds. Ultimately, the Big Red Basket is unconventional branding at its best.