So youre a New York guerilla marketing agency called Interference and Turner Broadcasting hires you to create some buzz for a new television cartoon series and you hire a well-known artist and videographer named Peter Berdovsky, aka Zebbler, (LinkedIn profile here) who runs something called the Studio for Interrelated Media to hang a bunch of blinking electronic signs on bridges and other high-profile spots across Boston; New York; Los Angeles; Chicago; Atlanta; Seattle; Portland, Ore.; Austin, Texas; San Francisco; and Philadelphia and theyre up there for three weeks and nobody notices but one day some drivers in Boston notice and begin thinking theyre some kind of bomb or something and start calling the police because, hey, in this post- 9/11 world you cant be too sure and suddenly everybody is panicked and the bomb squad is out in force and the whole city grinds to a halt and your ass is being dragged off to jail.
What does this incident tell us about the power of social media and how easily it can produce unexpected results?