TheLadders $100,000 Dollar Experiment
In 2005 3M came up with a unique ambient ad campaign in Canada to promote its 3M Scotchshield security glass.
The company modified a Vancouver bus shelter ad and filled the unbreakable postersite with stacks of play money, and 500 real Canadian dollars on top to lure Canadians to take an attempt to lay their hands on it by breaking the glass. The idea clicked and many attempted fruitlessly to get access to the banknotes. However, the glass remained intact.
The remarkable idea, created by Rethink Communications, not only gained the public’s attention, also newspapers, tech- & ad blogs and a local news station covered the stunt. Now three years later The Ladders, marketleader in $100K online recruitment, takes 3M’s unique idea one step further …
