In 1992, decades before viral marketing was a thing, Upper Deck pulled off one of the most memorable marketing stunts of all time. The sports card company secretly put up a billboard in Chicago: It was plain white, with only two words: "Trade Jordan."
The effort instantly became local news, and then national news. Trade Michael Jordan? The Chicago Bulls superstar who had just led the team to back-to-back championships, earning an MVP award in the process?
More from The Hollywood Reporter
Why Keith Olbermann Is Auctioning a "Holy Grail" Baseball Card That He Was Using as a Paperweight (Exclusive)
Where to Watch Switzerland vs. Colombia World Cup Match Live Online