Which unconventional marketing strategy did Tesla use in 2018 that generated an estimated $6 billion in free media coverage?

The transportation industry has been dramatically transformed by electric vehicles, with Tesla leading the charge not just through engineering but through revolutionary marketing approaches. This trivia question explores one of the most unusual and effective marketing decisions in automotive history that helped Tesla build its brand identity while spending virtually nothing on traditional advertising.

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Launching a Tesla Roadster into space aboard a SpaceX Falcon Heavy rocket
Creating the world's largest mobile showroom by converting 50 semi-trucks into traveling Tesla dealerships
Hosting the first-ever cross-country autonomous vehicle race featuring Tesla vehicles
Installing free charging stations at every major shopping mall in America in a single weekend