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‘Aqua Teens’ Promo Causes Boston Chaos, Updated

An ill-conceived marketing campaign went dreadfully awry today in Boston, likely giving the sometimes-shaky reputation of the word-of-mouth marketing industry a tarnish it didn’t need.

At least nine electronic devices were planted at bridges and other spots throughout Boston, resulting in highways, bridges and a section of the Charles River being shut down, reports the AP. Bomb squads eventually reported that the devices were harmless. Turns out they were a marketing tactic, courtesy of Cartoon Network, to promote the cable network’s TV show Aqua Teen Hunger Force. A film based on the television show is slated for release in March.
“The packages in question are magnetic lights that pose no danger,” Cartoon Network parent Turner Broadcasting said in a statement.

The devices consisted of blinking lights wired to a circuit board designed to project an animated cartoon image, according to Reuters.

The company said the devices have been in place for two to three weeks in 10 cities, including Boston, New York, Los Angeles, Chicago, Atlanta, Seattle, Portland, Ore., Austin, Texas, San Francisco and Philadelphia.

Ultimately, 38 of the devices were removed in Boston, a later AP story reported. When Turner heard about the furor in that city, it notified officials in the other cities and told them where the devices in those cities were located.
Boston authorities arrested two men, hired by Interference Marketing Inc., who placed the electronic promotions.

A rash of phone calls to authorities beginning around 1 p.m. yesterday originally alerted authorities to the devices. Police Commissioner Edward Davis said, when asked if the calls could have been coordinated as part of the campaign, that, “There’s no indication it came from panicked residents.”