A Boston Marketing Stunt That Bombed, or Did It? - New York Times

Go figure...

Guerrilla marketing — sending out street teams or posting ads in unusual places — has become more popular as marketers find it harder and harder to reach consumers through traditional media like newspapers and TV programs.

“Marketing has just become too commoditized, and breaking through is becoming more and more difficult,” said Andrew Benett, chief strategy officer at Euro RSCG Worldwide, which is part of Havas. “That’s why you see stunts like this.”

Source: A Boston Marketing Stunt That Bombed, or Did It? - New York Times