ATLANTA: Turner Broadcasting is working to address legal and reputation issues amid fallout from a guerilla marketing stunt gone bad this week, which resulted in a terrorism scare in Boston and the arrest of employees from Interference, the agency that executed the campaign.
The campaign, designed to promote Adult Swim's Aqua Teen Hunger Force (ATHF), involved planting briefcases with blinking lights in the form of an ATHF cartoon character in locations around 10 cities nationwide. Residents of Boston reported the suspicious packages to officials, resulting in the suspension of subway service and temporary closure of highways and bridges.
Shirley Powell, SVP of corporate communications for Turner, said the company had hired outside PR and legal counsel, but declined to name the agency.
In addition to a statement on January 31 and an apology posted on Adult Swim's Web site, Powell said she has been speaking "non-stop" to members of the media.
"We're a very responsible company," she said. "We're all focused and committed to doing the right thing here."
She added that the company had not made a decision regarding its future work with Interference.
"Our priority right now is addressing the issues of Boston," she said. "Every other issue is just taking a back seat at this point."