• Brandweek, Friday, February 16, 2007 12:30 PM

It wasn't a scare tactic, but the guerilla-marketing devices for Aqua Teen Hunger Force caused panic in Boston on Jan. 31. In an exclusive interview, Sam Ewen, founder of Interference Inc., the New York marketing agency hired to create and execute the program, says signs were supposed to turn on at night and turn off during the day.

Plus, the "making of" video posted on YouTube was not part the campaign. It just chronicled the work for the client, Turner Broadcasting Co.'s Cartoon Network.

Ewen says the campaign had been up in several markets for weeks without causing alarm. "From the moment that we got word of what was happening, we focused on it and took it seriously," he says.

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