No, I’m not quoting an astronaut communicating with the Lyndon B. Johnson Space Center. I’m talking about Kolbrener. I spent the day yesterday in Houston speaking with the executive team of Additech. Additech builds and operates a unique at-the-pump automotive care system that enables consumers to conveniently perform routine auto maintenance while they refuel. We met to discuss the evolution of their marketing and advertising.

During our meeting, we talked about numerous marketing strategies and tactics including guerilla marketing. Ironically and unbeknown to me at the time, the City of Boston was wigging out over “Lite Brite” type signs used as part of a guerilla marketing campaign to promote the late-night Adult Swim cartoon “Aqua Teen Hunger Force.” State, local and federal authorities shut down the Boston University and Longfellow bridges, and blocked maritime traffic from the Charles River into Boston Harbor. Bomb squads scrambled throughout the city and its suburbs, snarling traffic and mass transit in the city. Now they are bringing charges against the artists and the New York advertising agency, Interference Inc.

Boston Police Commissioner Edward Davis called the stunt “unconscionable,” while Boston Mayor Thomas Menino called it “outrageous” and the product of “corporate greed.” Democratic Rep. Ed Markey, a Boston-area congressman, added, “It would be hard to dream up a more appalling publicity stunt.”

I have three words for Davis, Menino and Markey, “Get a grip.” They were simply signs. The devices had been in place for two or three weeks in Boston; New York City; Los Angeles, California; Chicago, Illinois; Atlanta, Georgia; Seattle, Washington; Portland, Oregon; Austin, Texas; San Francisco, California; and Philadelphia, Pennsylvania. No other city freaked out. Here’s a question to ponder: if a terrorist intended to blow-up a bridge, building or some other structure, would they really place the device in plain view and design the device to attract attention?

Lesson I have learned:

Place disclaimer statement approved by agency legal counsel on all installation guerilla marketing that states something like “This is not a terrorist device. It will not blow-up. Please call 888.888.8888 for more information.”

My post doesn’t represent all Kolbrener thought leadership. ; )