In seven of those cities the campaign went pretty well. In Boston, however, people freaked right the hell out.
The panic began when a transit passenger saw one of the signs and pointed it out to a policeman. You have to imagine it in context; it's this electronic device, with wires and shit coming out of the back, and on the front is a picture of a guy giving you the finger. There is no sane explanation for that object existing. It's actually more reasonable to assume "bomb."
OK, maybe "reasonable" isn't the best word to describe the reaction. The cop called in a fleet of squad cars, fire trucks, ambulances and the bomb squad to investigate. They eventually concluded that the device shared "some characteristics with improvised explosive devices."
So the police shut down the nearby roads and blew the placard up. They then proceeded to shut down a pair of bridges to take down a second sign and the Coast Guard closed off part of the Charles River.
It was at this point that some presumably Irish Catholic Einstein figured out that this was not actually an act of terror, but a newfangled marketing campaign. So they arrested the two guys who had put the placards up on the charge of "placing a hoax device with the intent to panic the public," probably because there's no law in Boston against making the police look like idiots.
And do you realize how hard it is for a guy with hair like that to not look like the idiot?
Turner Broadcasting, the company that owns the show, had to pay one million dollars each to the Boston Police and the Department of Homeland Security. Meanwhile the incident made headlines around the world, earning the show and movie probably, oh, 10 times that amount in free publicity.
We hope they learned their lesson.
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