Turner Broadcasting System agreed yesterday to pay local governments and agencies $2 million as compensation for the guerrilla marketing epsiode that caused confusion throughout the Boston region last week.
And here's the beauty part. One mil of said two is being called - are you ready for this? - goodwill money. So for its investment Turner gets way, way more than a million dollars worth of publicity (if you count front-page newspaper coverage, leading-story TV coverage, and countless hours of radio blabber "publicity") and a million dollars worth of goodwill.
Which clearly makes this the marketing stunt of the century. Unfortunately (or perhaps happily, depending on your point of view) the century's still young.
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