Guerrilla Marketing Gone Wild
To Richard Notarianni, executive creative director of media at Euro RSCG Worldwide, the scene in Boston on Feb. 1 had eerie, historic overtones of one October day in 1938, when a radio broadcast of Orson Welles' War of the Worlds adaptation had listeners all over the country believing a militant fleet of Martians had landed in New Jersey. This time, however, the hoaxer was a major media conglomerate, the invaders were boxes of light-emitting-diode lights crudely resembling cartoon Moon-men, and the medium was guerrilla marketing.
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