Aqua Teen Hunger ForceAqua Teen Hunger Force

Guerilla MarketingGuerilla Marketing

Guerilla MarketingThe body of

unconventional ways of pursuing conventional goals.

A proven method of achieving profits with minimum money.

Guerilla Marketing Gone ApesTo promote the new Aqua Teen Hunger

Force Movie, Turner Broadcasting Network teamed up with Guerilla Interference Inc.

The Goal: Deploy 400 LED “LiteBright” displays within 10 major cities.

Part of the marketing plan was to promote The Cartoon Network’s eccentric, nighttime, college-crowd brand of programming Adult Swim.

Guerilla Marketing Gone ApesSome of Boston’s residents mistook the

devices for explosives and contacted authorities.

The city quickly reacted and shut down all major public transportation and spent $500,000 deploying police and bomb sniffing dogs.

Turner Broadcasting was fined $1,000,000 from the city of Boston and also paid $1,000,000 to “goodwill” funds to homeland security.

ResultsIn the days since the event:

Made national televised newsThe average number of American households

who viewed Aqua Teen Hunger Force rose 5%, to 1,082,500, from the previous week of 1,030,500 viewers.

T-shirts were instantly available for sale portraying the controversial characters.

Web site spiked 105.2%, to 790,000 from 385,000 one week before.

Total US Gross: $5,520,368US DVD Sales: $11,084,232Movie Budget: $750,000

Ethical Breach?Turner Broadcasting failed to notify the

major cities about what was going on. The lack of communication cost them unnecessary fines.

The Ethics Code published by the Word of Mouth Marketing Association stresses honesty of relationship, honesty of opinion, and honesty of identity.

“Human Spam?”

Sources:

http://www.businessweek.com/innovate/content/http://www.businessweek.com/innovate/content/feb2007/id20070209_934852_page_2.htmfeb2007/id20070209_934852_page_2.htm

http://youtube.com/watch?v=9yigQGKaf2Ahttp://youtube.com/watch?v=9yigQGKaf2Awww.Google.comwww.Google.com