# Iced Money New Clothing Label Promotes its Debut With an Ice Block of Cash By Luisa Amanda Gomes | Published 2010-03-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ice-block-of-cash References: [visboo](http://visboo.com/frozen-money.html) A [promotional campaign](https://www.trendhunter.com/trends/mwcurated) took place in Sydney, Australia to celebrate the beginning of a brand new [clothing label](https://www.trendhunter.com/trends/hiddenny-x-ugg). However, they made their debut in the most interesting and peculiar way. Using a money-filled block of ice that weighed 400 pounds, they placed it in the middle of Martin Place, where people were invited to icepick it to their heart’s content for the cash. Looking through the gallery of this event, this ice block of cash successfully attracted a lot attention and hardworking ice-pickers. Aside from being a [creative debut](https://www.trendhunter.com/trends/legitimate-you), they also placed a different meaning to the phrase, “cold, hard cash.” ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 67% | Activity: 9% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Ice Block Marketing:** The use of unconventional and surprising marketing tactics, such as using an ice block filled with cash, to attract attention and drive brand awareness. - **Experiential Branding:** Creating immersive and interactive experiences for consumers to promote a brand or product, such as allowing people to icepick an ice block for cash. - **Viral Stunts:** Creating attention-grabbing events or stunts that are widely shared through social media channels to generate buzz and gain brand exposure, such as the ice block of cash campaign. ### Who This Affects Most - **Fashion:** The fashion industry can utilize unconventional marketing tactics and experiential branding to connect with consumers and increase brand awareness. - **Entertainment:** The entertainment industry can create viral stunts and immersive experiences to promote new releases and generate buzz. - **Hospitality:** The hospitality industry can use experiential branding to create memorable experiences for guests and drive brand loyalty. ## Related on Trend Hunter - [Collaborative Ice Cream Jewelry](https://www.trendhunter.com/trends/iconic-ice-cream.md) - [Party-Ready Prepackaged Ice Products](https://www.trendhunter.com/trends/the-ice-co-party-ice.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Iced Car Showrooms](https://www.trendhunter.com/trends/iced-car-showroom.md) - [Icy Branded Soda Experiences](https://www.trendhunter.com/trends/pepsi-put-it-on-ice-bar.md) - [Temperature-Reactive Liqueur Bottles](https://www.trendhunter.com/trends/the-secret-is-ice-cold-campaign.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Humorous Beer-Centric Formal Wear](https://www.trendhunter.com/trends/cold-tux-and-brrrtie.md) - [Promotional Cold Saunas](https://www.trendhunter.com/trends/cold-sauna.md)