Diary: ’McDangerous’ bombs, leaving three casualties

There’s subtle, and there’s silly ... and then there’s Lunch PR, Virgin Interactive and Studio 3.

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

Adam Hartley.



’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

’McDangerous’.



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.



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