‘Hair-brained’ stunt goes wrong for Turner

Imagine the scene: in a bustling major metropolis, strange devices with flashing lights are discovered in random locations across the city. Alert citizenry do as they’ve been instructed – report suspicious packages and the police bring the city to a close to investigate.

Was it a terrorist attack averted? No, it was a mindless publicity stunt designed to draw attention to a silly ‘adult’ cartoon to debut on the Cartoon Network in the US.

The electronic devises – a glorified mini LED sign which has one of cartoon characters giving ‘the finger’ and the notation ‘1/31/2007 Never Forget’ – were placed in 10 cities as part of a guerrilla marketing program.

Adding to the mayhem, not to mention the hundred of thousands of dollars the city expended to deal with the hoax, two ‘performance artists’ hired by the marketing company to place the devices refused to take a post-arrest press conference seriously instead started a set piece about hairstyles through the 20th Century.

Despite an apology by Turner Broadcasting Systems (the owners of Cartoon Network), Mayor of Boston, Thomas Maninon is thinking about taking more substantial action against the broadcaster.

While imaginative marketing campaigns are essential to raise awareness and cut through the clutter of other advertising, they should never be at the expense of good taste or good judgement – Turner Broadcasting Systems failed on both counts.

Before running ahead with your ‘great’ idea for a stunt, be aware of the legal and financial implications should you get it wrong. Better still talk to use first.