Bad Boy Marketing

It's every marketer's worst nightmare: a promotion gone terribly wrong.

Time Warner's Turner Broadcasting System learned some hard lessons about post-Sept. 11 marketing in January when it ran a street campaign that turned into a bomb scare in Boston. The problem? People mistook the blinking circuit-like boards erected on bridges and other infrastructure for bombs.

The stunt was designed to promote Cartoon Network's Aqua Teen Hunger Force TV show, part of the network's late-night adult programming. Instead, it shut down the city and raised fears about terrorism. The campaign, which was virtually unnoticed in nine other markets, created chaos for all involved — including Interference, the agency that ran it, and two men who help execute the campaign.

Peter Berdovsky, 27, and Sean Stevens, 28, are due back in court this month on charges of placing a hoax device and disorderly conduct.

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