In the winter of 2009, Jesse James of Monster Garage fame and SpikeTV contacted Quaker City Mercantile about promoting his new show, Jesse James is a Dead Man.  In the program, Jesse takes on a new death-
defying challenge each week. We decided that the task at hand called for the most epic hoax stunt ever created: we would fool the public into thinking that Jesse James had actually been killed while attempting a promotional stunt for his new show.

In the aptly named Bazooka Bike Stunt, Jesse James was to drive his Nitro-Bike through a brick wall at 200 mph with the aid of the bike's retrofitted bazookas. While speeding towards the solid wall, Jesse would fire the twin bazookas at precisely timed increments hoping to blast hole in the brick sizable enough for him to pass through safely.

The May 12th live broadcast of the stunt was to air on http://www.deadman.spike.com and was promoted by 60, 30 and 10 second promotional spots produced by Quaker City Mercantile and SpikeTV, and aired on SpikeTV, spike.com and national cable outlets throughout the week before.

When thousands of viewers tuned into the website to view the live broadcast on May 6th, they were greeted with a mysterious "We Are Currently Experiencing Technical Difficulties" message in place of the live broadcast. While this page remained online for several hours, a Quaker City Mercantile-produced video was
anonymously being uploaded to numerous video-sharing sites like YouTube and seeded on link-sharing sites like BuzzFeed. The video featured graphic footage of the practice run for the Bazooka Bike Stunt, in which Jesse and his bike blow up when the bazookas malfunciton.

The hoax was later revealed via a Quaker City Mercantile-produced behind-the-scenes video of the promotional stunt on http://www.deadman.spike.com. Of course, the stunt produced an incredible amount of Internet buzz, and was very successfully in promoting the premiere of Jesse James is a Deadman a few weeks later.