There’s subtle, and there’s silly ... and then there’s Lunch PR,
Virgin Interactive and Studio 3.
One or all three, depending on who you believe, were behind the fake
bombs sent to consumer media outlets as a part of the computer game
’Silent Bomber’ PR campaign.
The stunt certainly made an impact. The suspect package caused mass
panic and sent editorial personnel scrambling for cover.
Red-faced staff at all three organisations have since spent time passing
the buck as to who was responsible for the bomb-boob. ’It’s not really
any one’s fault, as such,’ was the comment of Lunch PR account manager
’It’s difficult to say who is to blame,’ said Virgin Interactive PR
manager John Brooke, before putting the phone down.
Whatever. One thing is for sure, the three firms have been eating humble
pie- and apologising to the world’s biggest hamburger company. For the
’bomb’ arrived in a spoof McDonald’s brown paper bag, marked
McDumb may have been more appropriate in light of the stunt, but when
Diary tried to pass on our suggestion to those crazy guys and gals at
guerrilla-style Studio 3, the phone went unanswered. It was as if they’d
disappeared in a huge ’puff’ of smoke.