What if you walked into an elevator and inside was a marketing professor, waiting to give you a free lecture?

For a bunch of people in downtown Vancouver, that very thing happened. The result? A lesson conducted in the world's smallest classroom.

As part of a new marketing campaign, UBC's Sauder School of Business turned an elevator in Gastown's The Landing building into a classroom on Thursday and caught the whole thing on video.

Unsuspecting people (and even a few dogs) were treated to a free and fast lecture on planning fallacy.

“I wasn't sure what the response would be like, but it was a lot of fun,” elevator professor David Hardisty said in a news release. “Some people would just stand there and stare blankly while I talked, while others rode the elevator up and down with me multiple times.”

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    Correction: an earlier version of this slide depicted the "low library" building, which is now the central administration building at Columbia.

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