Speaking of viral marketing, the Turner Broadcasting System and Interference Inc have been ordered to pay $2 million after a Boston, Massachusetts, campaign to boost Aqua Teen Hunger Force, a truly pathetic "adult-oriented" cartoon TV show, went badly wrong ------- or maybe terrifically right, depending on your point of view.

It, "set off fears of terrorism," The New York Times has state attorney general Martha Coakley saying.

Interference placed electronic ads for Aqua Teen in public places, including a Boston overpass where it was mistaken for a bomb last Wednesday, says the story, going on:

"The companies will pay $1 million to reimburse federal, state and local agencies for their response to the incident, which led officials to close a highway, bridges, subway stations and part of the Charles River for hours after dozens of the devices, which resemble Lite-Brite toys, were found in Boston, Cambridge and Somerville.

"The companies will pay an additional $1 million in 'goodwill funds' that will be divided among the agencies for emergency response training and equipment and public outreach."

Are Turner and Interference execs now rubbing their hands in glee over an ad stunt which garnered massive international press coverage, exceeding their wildest expectations?

Film industry experts say studios generally spend between $10 million and $30 million on advertising and promotion, says the NYT, adding:

"The light boards, which featured a character from the cartoon show, had been in place for two to three weeks, and there had been no complaints from other cities, the official, Shirley Powell, a spokeswoman for Turner Broadcasting, said."

Aqua Teen Hunger Force stars a milkshake, a box of French-fries and a meatball.

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Also See:
viral marketing - Hijacking the Net: viral ads, February 5, 2007
truly pathetic - Tacky Turner ad campaign, February 1, 2007
The New York Times - Boston Reaches Settlement in Bomb Scare, February 5, 2007