The Bus Stop Challenge That Broke the Internet in 2005

Hello, awesome marketers and founders.
This is Luv, and here’s your weekly Marketing Shot :)

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Back in 2005, 3M created something nobody had seen before. They installed their Scotchshield security film on regular glass panels at a bus stop, then filled the space with what appeared to be millions in cash.

The rules were simple: break the glass using only your feet and walk away rich.

For one day, people queued up to kick, stomp, and launch themselves at that glass.

Construction workers, businesspeople, teenagers - everyone had a go.

The metal frame started bending before the glass even showed a crack.

Nobody won the money but 3M won something far more valuable.

The Genius Behind the Madness

This campaign generated approximately $1 million worth of free publicity in 2005.

Major newspapers devoted full pages to the story. TV crews arrived.

Internet exploded (well, as much as it could in 2005).

But here's what made it truly exceptional, it wasn't just a stunt for attention's sake.

Every kick against that glass was a live testimonial.

Every frustrated attempt was proof of the product's effectiveness.

3M didn't just tell people their glass was unbreakable, they invited the entire city to try and prove them wrong.

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv