In 2011 the company 3M decided to show off how strong their bullet proof security glass was by putting $3 million in cash in a case of their glass in the middle of a bus stop. This type of advertising says a lot more to the customer than any sort of commercial or billboard could do. If a company is willing to put up $3 million, then it is directly telling the consumer how much the company trusts their product. If a company is willing to put its product in the public with no supervision, it tells the customer that the company is making a quality product. Essentially, that is the best form of advertising for any product. Anybody could of tried to hammer against the glass. The security company is almost asking for people to test their product in a public setting. Also the fact that there is $3 million causes lots of excitement and natural advertisement. The picture of the security glass filled to the brim with stacks of money spread like wild fire through the internet, causing lots of free advertisement and publicity of the company. It even got onto some national news channels, thus getting a huge audience all across the country.
Putting an advertisement out in the public where anyone can see it when they are walking by is a great way to get people to notice and see your product. Ultimately there were many people who did test the product by trying to break it. However, there were no successful tries. This proves that it is a very good product, and the overall publicity stunt worked. Publicity stunts are sometimes a lot more effective than a regular commercial which could bore people and not create the buzz that a good publicity stunt can.
I actually hadn't heard of this until just now but that is probably one of the best advertising techniques I've ever seen. It not creates buzz for the company without annoyingly getting in the face of consumers and really portrays confidence in their product and brand name. This definitely is unique and memorable.
ReplyDeleteThis glass company is absolutely brilliant for devising this plan to advertise their product. Typically, we see advertisements which might use different methods such as celebrities or appeals to pathos to draw an audience in but there is clearly no better way to draw in an audience than to actually allow the consumers to test the products on their own. Commercials usually over use these gimicks that guarantee the quality of the product but this one actually puts it to the test. Thanks for sharing. I, too, had never heard of this before reading this post!
ReplyDeleteI've seen this image before, and the video of people attempting to break the glass! Some people would bring axes or knives in an attempt to break the glass, but to no avail. This stunt was certainly successful, because it got people talking about it. People were definately instrested
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