Turner: No Interference on ‘Interference’
March 8, 2007 12:33 PM
Home. Back on the spit of sand after many cable confabs in New York this week. One of the most interesting things I heard was from TBS’ SVP Shirley Powell. We were on a panel that touched on what went wrong with CartoonNet’s viral marketing effort in Boston last month for Adult Swim that shut down the city.
If you recall, Cartoon hired a third party vendor called Interference, a boutique marketing outfit in New York with only 14 employees, to launch a viral marketing campaign. It placed funky billboards in prominent places, under bridges and potential terrorist-attack sights, without gaining permission from local authorities. Boston officials went ballistic and shut the city down.
Bottom line: TBS paid local officials in Beantown $2 million to compensate all the first responders who thought the marketing scheme was an actual bomb scare and deployed their first responders to the scene.
When I asked Powell today, in public, if Interference was subsequently crossed off the “preferred vendors” listafter this stunt gone awry, she said, “No,” adding that Turner took full responsibility for the unintended fiasco.
Question to all of you marketing mavens: Would you keep this high-antics third party vendor on your list? I’m not sure I would.