Cue a bomb scare in Boston and the closure of major roads. Turner-owned news channel CNN even splashed pictures of SWAT teams charging around, blissfully unaware it was a stunt by its parent company.
A staffer from Interference, the guerrilla marketing firm used to execute the effort, was even arrested.
The chaos led to Turner chairman and CEO Phil Kent taking full-page ads in Boston newspapers to apologise for 'the confusion and inconvenience'.
Shirley Powell, Turner's SV-P of corporate comms, later sought to clarify to PRWeek US: 'We are a very responsible company... We're committed to doing the right thing here.'
About time too.