Cape Cod Times: Breaking News Updates
“BOSTON – At least nine electronic devices, planted at bridges and other parts of Boston as part of a marketing campaign for a late-night cartoon, threw a scare into the city Wednesday.
The reports forced the temporary shutdowns of Interstate 93 out of the city, a key inbound roadway, a bridge between Boston and Cambridge, and a portion of the Charles River but the devices were quickly determined not to be explosive.”
As Brian says in the comments — as a viral campaign you couldn’t get a much better result than paralyzing a city for an afternoon. The details are this: illuminated LED signs pointing to a Turner cartoon — Aqua Teen Hunger Force — have been up around the city for sometime. Under bridges, on overpasses, etc. The Boston Globe this morning has an interesting sidebar which asks the question: is viral marketing a generational thing? One generation’s viral baffles another?
“The episode exposed a wide generational gulf between government officials who reacted as if the ads might be bombs and 20-somethings raised on hip ads for Snapple, Apple, and Google who instantly recognized the images for what they were: a viral marketing campaign.
Among many in the young generation, reaction to the scare was smirking. “Repeat after me, authorities. L-E-D. Not I-E-D. Get it?” one 29-year-old blogger from Malden wrote on his website, contrasting light emitting diodes with improvised explosive devices.”