In 2005, the multinational conglomerate 3M took a bold and unconventional approach to promoting its new security film, Scotch shield. The company placed a glass box filled with $3 million in cash at a bus stop in Vancouver, Canada, and issued a simple challenge: break the glass and keep the money.
The stunt quickly captured the attention of the city’s residents. With cameras rolling and security guards watching, people of all ages and backgrounds attempted to shatter the seemingly indestructible glass. From punches and kicks to using tools and even a sledgehammer, nothing could penetrate the Scotch shield. Despite the numerous attempts, the glass remained intact.
The challenge was eventually called off, and the $3 million reward went unclaimed.
The stunt proved the effectiveness of Scotch shield and became a viral sensation, showcasing the product’s durability and strength. Years later, the “unbreakable glass” challenge continues to be a popular topic of discussion and a testament to 3M’s innovative marketing strategy. It’s a reminder of the power of a well-executed stunt and the potential for a simple idea to go viral.
