| |||||||||||
PRINT
COMMENT
SUBSCRIBE
RSSBy now, most of you probably know that most of Boston was locked down yesterday in traffic jams and mass transit delays because of a guerilla marketing campaign gone bad.
Black boxes with electronics were placed in heavily trafficked public places in a number of large U.S. cities. These devices were there to project LED images on public walls, bridges, abutments and the like. The projection of these images in public places was intended, I suspect, to create lots of cool buzz among the public about a new media launch. At this point, it appears that permits were not obtained to place these devices in Boston, nor was the Boston police department notified of their existence.
This was really, really dumb.
Anyone who's been in a subway, boat, airplane, bus, airport, bus station, train station, post office, school, government building, tall building, public park, tour boat or sporting event at some point over the past five-and-one-half years knows that there is a high degree of concern about the placement of suspicious devices. Government authorities, and most members of the public, are appropriately concerned that folks with bad intentions might use public spaces to place things that can harm people. We are all reminded of this daily on the evening news. In many places, there are signs and periodic announcements directing members of the public to immediately report the existence of any strange unattended boxes, packages or devices to police authorities. Apparently, that is what happened in Boston. Authorities then went into emergency mode to manage the situation. Images of the subway bombings in London or the train bombings in Madrid were just too fresh.
If the objective of the campaign was to get the attention of the citizens of Boston -- and the entire country -- mission accomplished! If part of the objective was to enhance a client's brand -- massive failure! A great family-oriented brand has been damaged in an incalculable way, and significant monetary damage could follow via compensatory damages, fines and legal fees.
I know that many folks in the marketing and advertising world think that the only way to "cut through the clutter" with consumers is to shock them in unexpected ways and in unexpected places. However, it is one thing to do it within a media vehicle; it is another thing to do it in a public place. At the least, the latter requires a certain amount of common sense and an awareness of, and compliance with, local laws and regulations. Whether or not the latter occurred here is a matter for the appropriate courts and public officials to determine. As to the former, I can only ask, "What were you thinking?"
We who have made the world of advertising and marketing our vocation have enough image-related issues to deal with every day without having to stomach this kind of stuff. Given all of the recent calls that our Washington legislators are getting for greater regulation of the advertising industry, stunts like this are particularly damaging. Please, let's use our common sense before we do stupid stuff like this.
1 person recommends this article.
RSS FEEDS
Yes, I suppose some people of that age group would find it purely funny, but I don't think that it would be anywhere near a unanimous opinion - even from that demographic.
I do agree with you on the fact that a younger investigator would have a higher chance of catching that fact.
As younger people make a larger impact and get more of an opportunity to speak, we will also need to find younger people to interpret what they are saying...
I agree, and have a different way of analyzing the Boston situation:
http://www.pinnycohen.com/2007/02/01/marketing-wisdom/bad-branding-in-boston/
Christoper Neer Broadcast Media Supervisor BEALLS DEPARTMENT STORES, INC.
The other thing that could stand a little discussion is this: The thing went wrong because the majority of people exposed to the gimmick didn't have any idea what it was supposed to be. Didn't we used to call that "waste"? Instead, the reaction is "How stupid of the general public for not being familiar with an offbeat cult favorite cartoon."
Readers--- Raise your hand if you had ever heard of Aqua Teen Hunger Force or Adult Swim before this event yesterday?
Now raise your hand if you've heard of Aqua Teen Hunger Force or Adult Swim?
Thanks Media- you've made this more successful than those silly Light Brite boards could have EVER done. Aqua Teen Force is getting a great deal. Millions upon millions of impressions which will far outcede the cost of the fines.
Yes, things could have been done differently (i.e. getting permits or city permission) but come on people, you're being ridiculous!
One, the "family-oriented brand" behind Comedy Central is Time Warner. Their management and shareholders are the ones that will be held accountable here, and it was the Time Warner brand that Rep. Ed Markey singled (D-Boston) in denoucing the incident. By the way, Rep. Markey is senior member of the Commerce Committee, which has jurisdiction over the FTC and many issues that impact the advertising industry.
Two. Tens of millions of dollars in productivity were probably lost by the companies that employed the tens and tens of thousands of workers that were stranded in the traffic jams, not to mention the costs incurred by the local and federal governments in responding here. Does it matter that Comedy Central may have gained visibility for their new programming? Do they have any right to gain at the expense of those tens and tens of thousands and their employers (who are unlikely to dock the pay of those that were stranded) and their shareholders. Who cares that it created viral buzz? Does it matter that there were not similar responses in other markets? Why should that matter? It happened in Bostong and anyone with a wit of common sense could have forseen what occurred, if they had cared to worry about it.
Three. I don't know when the last package bomb was exploded in a public space in the US. But I do know that one killed during the Atlanta Olympics. That should be enough.
Two,
He was the hero who saved an unknown number of lives at the Atlanta Olympics by worrying about that "ordinary object" lying under a park bench. And then was crucified in the media who decided he planted it.
All this in a pre-9/11 time period.
Or even easier. Let's make it simple. One word. Unabomber.
And although you may rememebr him as MAILING the devices much of his actions were by leaving "ordinary objects".
Here is a quote from his decrypted diary: Experiment 97. Dec. 11, 1985. I planted a bomb disguised to look like a scrap of lumber behind Rentech Computer Store in Sacramento. According to the San Francisco Examiner, Dec. 20, the "operator" (owner? manager?) of the store was killed, "blown to bits, on Dec. 12. Excellent. Humane way to eliminate somebody. He probably never felt a thing. 25,000 reward offered. Rather flattering.
"Not much" is not the same as "nothing" and I think Mr. Scrutton's family (the man who died) might have a different take on "much" and "ordinary objects".
Then tell me they overreacted.
In the United States - I checked. Didn't find much.
But if it makes you feel better.... BOO! Scared yet?
So you suggest we shut down the world when we see a doll that someone threw away or dropped, or if we see a misplaced camera, package or any other "ordinary object" lying around - we run and call out the bomb squad.
If we're so paranoid and fearful - then the terrorists have won.
Can anyone name the critical terrorism event of 9/9. Not 9/11...two days before.
It was the assasination of Ahmad Shah Massoud the leader of the Afghan resistance mevement by a bomb disguised as a video camera.
Anyone know the name Ramzi Yousef? If you don't, where have you been the past 15 years. Or at least 6. Check out some of his handywork using dolls.
Just an innocent little device. Why how CUTE. Check out the long history of cruelty by hiding explosives and other lethal substances in ordinary objects meant to entice and draw a crowd. IT's easy enough to conduct the search.
Then tell me they overreacted.
You should at least understand what it is you're criticizing before doing so.
People are so fickle and have such short attention spans, I doubt this brand will be scarred for any significant length of time. I mean as a society we have the ability to stomach a war that's killing hundreds of thousands and we manage to go on and worry about irrelevant matters.
I'm sure that will just continue.
Just because Boston's response was what it was - doesn't make the gimmick any more criminal or justify the retaliatory efforts of arresting those involved, beyond the lack of permits.
The ends justify the means, and hey, those panicky people were just flat out stupid anyway, right?
And what was it that led to the national news coverage, that big buzz?
It was the fear it created that these boxes weren't innocent, but rather sinister. That yes, it could be another London, another Madrid, another Tokyo.
So by that logic one is compelled to argue that future "buzz" campaigns should emulate and expand on this success. Let's not accidentally create an environment of fear - let's make that the GOAL of the project. Because, man, when that fear factor crept in the buzz just skyrocketed!
Terrorism: The use of violence, or FEAR OF VIOLENCE, to achieve a political, economic, religious, or ideological goal.
Fear of violence? Check. Economic goal? Check. Cool, we advocate terrorism. Hooray for our side.
Pop quiz: when was the last time a package bomb was set off in public in the US?
Don't do a google search - that's cheating.
Fear is the weapon that is most dangerous to our society - fear, and the childlike panic that ensues at the drop of a hat. M.A.M. Zimmer was spot on - why didn't this cause panic in the other 10 or so cities where this promo was run? Because no one overreacted.
THAT'S the lesson that we should all take from this. IMHO.
Again, I think it was foolish to even THINK of doing this, but, if these devices were so dangerous and suspicious looking, why hadn't anything been said until yesterday? Either it was much ado about nothing in Boston, or we as a country are still very complacent.
Read the NBC 11 story here: http://www.nbc11.com/news/10891388/detail.html
Did Adult Swim know this and hope for the same effect? If so, double shame on them. Even if they didn't...shame on them.
It's amazing the amount of attention this thing has received...I was sitting in the Dentist office today and it was the lead CNN story, focusing mainly on the irreverance of the culprits...(wait, CNN is owned by Turner who also owns Adult Swim...hmmmm, sound a little fishy?)
Aren't we in two wars in the Middle East?
I think that is a stretch. This foolish stunt is exactly the type of antics that define the Adult Swim brand and has firmented it in the minds of the 18-34 year olds that watch it as being "COOL".
I think the sky isn't falling as you say it is, but yes, this was a dumb marketing gimmick.
Don't get me wrong; Family Guy is hilarious, but definitely not appropriate for my kids. And did you see what the LED image was doing? Giving the general public the bird! Family-oriented? Nope.
It's sad.