Guerrilla Marketing Becomes PR Nightmare

BKG has a guiding principle that is reminiscent of one of the basic tenets of the the Hippocratic Oath... do no harm. That's exactly what happened yesterday in Boston when a guerrilla marketing campaign promoting the late-night Adult Swim cartoon "Aqua Teen Hunger Force" went horribly awry. Magnetic lights placed throughout Boston were seen as potential threats by authorities who called out bomb squads to explode the suspicious devices. They also shut down major roadways and subway lines to deal with the situation.

Considering the post 9/11 atmosphere in America and the very real threat of terrorism, how anyone believed this was a good idea is totally beyond me. Sure the stunt created buzz, but how damaging to Turner Broadcasting's reputation is the end result? Was it really worth it? NO!!

I contend it all could have been avoided if only the PR pros had been in the loop. I preach regularly about how critical it is for the public relations hand to know what the marketing hand is doing. The PR execs at Turner Broadcasting should have put the brakes on this bone-head marketing move. Instead, they are in crisis mode scrambling to repair th e damage. The trite apology issued yesterday incensed Boston's mayor and police commissioner. They are out for blood and will attempt to extract a pound of flesh from Turner and the responsible ad agency through the courts. Two of the creatives behind the campaign have already been arrested.

As for Interference Inc., the New York City advertising agency that came up with the hair-brain plan, they had "No Comment." And all of us PR practitioners know how that's perceived... GUILTY!