📂 The $3 Million Bus Stop — How 3M got $1 million in free marketing

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The campaign was simple. Three million in Canadian dollars was placed inside the advertising casing at a bus stop in Vancouver, Canada. The poster case was covered at the edges with a 3M product, Scotchshield, a see-through film that, when applied, makes glass stronger.

The premise of the campaign was simple. Members of the public were challenged to break the glass, and if they did, they would walk away with the money.

It was an ingenious marketing scheme. Who could resist having a go at trying to break the glass and walking away with $3 million? I know I’d give it a try.

Then there was the benefit for 3M. The repeated attempts would highlight the strength of Scotchshield and the benefit of using it. After all, if members of the public couldn’t break a glass casing at a bus stop, then it must be a good product.

It was set up for one day and when no one succeeded, it was quietly taken down. The enduring legacy of the stunt serves to highlight how effective it was.

The campaign is estimated to have generated $1M in advertising value.

—Corey

p.s. did you see that I launched my new course, Marketing Like A Media Company? Would love for you to check it out →​

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