The guerilla marketing devices for Aqua Teen Hunger Force that created havoc in Boston on Jan. 31 were never intended to scare people and were designed to highlight the show's character, says Sam Ewen, founder of Interference Inc., the New York marketing agency hired to create and execute the program.
In an exclusive interview, Ewen says that the signs were always intended to go on at night and go off during the day. He also says that a "making of" video posted on YouTube was not part of a multi-layer marketing campaign that would unfold over time. Instead, it was made to document the campaign for the client, Turner Broadcasting Co.'s Cartoon Network.
Ewen also points out that the campaign had been up in several markets for weeks with no commentary. "From the moment that we got word of what was happening, we focused on it and took it seriously," he says.