If Turner Broadcasting's Cartoon Network was aiming for lots of unpaid publicity they sure have it. From the early morning radio shows like Opie and Anthony to the front page of newspapers like the Boston Globe and New York Post, Turner has quickly popped up on the mayor of Boston's shit list. I've read a couple of the articles about how the whole sequence went down yesterday, and I am almost left with more questions than answers. I am sure everyone will have an opinion on this subject. So here's the deal from a couple of different sources in print and on television. To promote the upcoming release of the first ever Aqua Teen Hunger Force feature film which premieres next month, parent company Turner enlisted the services of Interference, to create guerrilla marketing program in 10 markets, Boston being one of them. The program itself consisted of these somewhat strange LED boxes that featured images of Aqua Teen Hunger Force characters. Obviously if you're not familiar with the show the boxes will not make an inkling of sense. So, one would assume that Boston, as a whole, has the lowest awareness levels. Seriously though, here's where it gets a little tricky and sticky. The LED boxes were placed in, shall we say, circumspect locations alongside roads and bridges. Ok, back to the time line. Here's the deal, the signs have been up in all 10 markets for upwards of 2 weeks, but yesterday was the first time anything happened with regard to the program, and the only action/follow up taken by law enforcement was in Boston, no action was reported in the other nine markets which include New York by the way. I would have to imagine that a police officer or two had to see these boxes previously. But, that is not being addressed. Yesterday thought, the shit hit the fan when Boston police treated the boxes as potential bomb threats closing bridges and roads and even a portion of the Charles River. Realizing that they were the cause of the very big misunderstanding, Turner execs swiftly acted, but that was not before the Boston Mayor and local congressmen issued some terse statements directed at Turner and its marketing agency. Clearly, there are lots of questions that still need to be answered...like did the marketing agency get the necessary permits? why did no other city react they way Boston did? and the why heck did it take two weeks for anyone to say something? Anyway, definite lessons to be learned by us all concerning the possible ill effects of guerrilla marketing. The thing is, in our opinion guerrilla marketing remains one of the most effective ways to reach young people, but I have a feeling this brouhaha will cause Turner and other blue chips to close the door on these types of marketing efforts for a long time. So, what do you think? Is this a good effort that just went bad and everyone is over-reacting or, did Turner/Interference cross a line, and whatever "punishment" happens next, is just?