Marketing bomb scare

I don’t know if you remember this story.

Back in early 2007 a couple of youngish guys were hired by a company to plant electronic light boards around Boston.

It was to promote a late night cartoon show called “Aqua Teen Hunger Force.”

The light board had blinking lights. On the back of it were exposed batteries and wires..

Easy to mistake for a makeshift bomb.

They left the devices in strategic spots across the city-including under bridges, next to a commuter rail station, and at a medical center.

It triggered a bomb scare that sent the city into panic. Even the U.S. Northern Command was monitoring the situation from Colorado.

Jeez! What were these dudes thinking?

Some critics said city officials overreacted.

In retrospect perhaps they did.

But the reality is…citizens were the ones reporting the devices. They did so because they felt threatened.

Is it fair to dismiss people’s genuine fear?

From a marketing perspective, the advertisers stepped on the toes of their market audience.

It left a bad taste in the mouth of the viewing public.

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Yes, you’re working for advertisers.

Yes, you’re placing ads strategically.

No, you’re not trying to gain your audience’s attention by scaring them-or otherwise rubbing them the wrong way.

What you’ll be doing is simple, tactful-and always legit.

If you’re like me…you’re always looking for opportunities to make more money.

So this may be of interest to you…

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