Guerrilla Marketing Gone Wild

In the wake of the Boston brouhaha over a Turner Broadcasting marketing campaign, industry experts are wondering how far is too far

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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