| By Kenneth Hein, Brandweek,
on 23-07-2008 18:45
|
A Dark Knight promotion, featuring a chocolate cake wired to look like an explosive device, prompted a local San Antonio, Texas, news station to call in the bomb squad earlier this week.
Echoing the Aqua Teen Hunger Force bomb scare in Boston in Feb. 2007, the low-budget guerilla campaign delivered some unintended results for the Santikos Theater chain.
"Causing that kind of disturbance with the bomb squad and police officers was never our intention," said Meghan Vincent, a rep for the eight-theater chain in Texas. "This was not exactly the kind of press we were going for."
KENS 5 TV called the San Antonio police after a menacing cake wired with a cell phone was delivered to its offices.
The cake was the culmination of a three-week-long buzz-building campaign aimed at the local media. It began on June 26, when a classified ad (presumably placed by Batman's arch-enemy the Joker) was placed in local papers recruiting clowns. It directed interested parties to
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The roughly two-dozen people who sent e-mails to the address were encouraged to attend to The Dark Knight premier last night (July 17). A press release alerted the local media of the campaign.
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Last update : 23-07-2008 18:47
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