This post was part of AOL Money & Finance's Best & Worst of 2007. Voting has now closed and readers have chosen JetBlue's blunder as the dumbest business moment of the year. Let us know in the comments if you are pleased with this result.
So many dumb moments in business in 2007, so little space. This year had everything from the torturous dance between Rupert Murdoch's News Corp. (NYSE: NWS) and the Bancroft family over the future of Dow Jones & Co. (NYSE: DJ) to the almost weekly Chinese toy recalls to the collapse of the subprime mortgage markets. Let's not forget the JetBlue Airways Corp. (NASDAQ: JBLU) Valentine's Day Massacre that left thousands stranded on airport runways for hours during a snowstorm, or Whole Foods Market Inc. (NASDAQ: WFMI) Chief Executive John Mackey's anonymous chatroom postings about his company on message boards.
Sure, those stories may have been gloriously idiotic in their own way, but none of them had anything to do with a wacky cartoon featuring a talking milk shake, order of fries, and wad of meat.
If the stars of the "The Aqua Teen Hunger Force" don't ring a bell with you, don't feel bad because they didn't ring a bell with the Boston Police Department either. For those who've never heard of the show, the Aqua Teens are the obnoxious "Master Shake," the cerebral "Frylock," and the dimwitted "Meatwad." Originally, they were supposed to be some sort of detectives. Most shows, though, they just hang out in their dilapidated house and torment their ultra-hairy neighbor named Carl. Among the minor characters are two slacker aliens called the Moonites who look like they dropped out of a video game from the 1980s.
The program, believe it or not, is hugely popular popular, particularly with that elusive young male demographic that advertisers covet. That's why Cartoon Network's corporate parent Time Warner Inc. (NYSE: TWX) decided to produce a movie titled Aqua Teen Hunger Force Colon Movie Film for Theaters. That was a smart business move. The problem the media conglomerate faced was how to promote a film that surely would be snubbed by most movie goers and the Academy of Motion Picture Arts and Sciences.
Enter, Interference Inc., a third-party marketing company specializing in what's called guerrilla marketing, which according to the company's website, "brings brand qualities and information directly to consumers in areas that they are not used to seeing advertising, therefore making a stronger imprint on the desired target."
The company -- which doesn't list Cartoon Network as a case study on its website -- thought that putting little black boards featuring LED lights in the image of the Moonites near roads, on bridge spans, and in subway stations would create would create a "buzz" among the movie's target demographic. That sure wasn't how things turned out.
The February stunt set off alarm bells in Boston and in the cable news world. At first, it looked like the cops uncovered a secret coded message being sent by Al-Qaeda. Imagine everyone's letdown when it was learned that it was just a stupid marketing stunt. The Boston cops were not amused. Time Warner and Interference eventually paid the city of Boston $2 million for its trouble and the head of the Cartoon Network resigned.
The jury is still out whether the stunt worked or not. The Aqua Teen movie only grossed a mere $5.5 million, according to Box Office Mojo, though it still brought Time Warner a decent profit because the picture only cost about $750,000 to produce. Much of the movie's profit will be made on DVD sales, which ought to cushion the blow caused by the negative publicity from the ill-advised marketing campaign.
So was this Cartoon Network PR stunt gone bad dumber than replacing lead-tainted Thomas the Tank Engine toys with more lead-tainted toys? Was it dumber than John Mackey's online forum masquerade? Dumber than Jet Blue stranding passengers for hours without food, water, or means of escape? Share the reasons for your pick of the dumbest business decision in the comments, or let us know about any contenders we overlooked. Also be sure to see the rest of AOL Money & Finance's Best & Worst of 2007.
Reader Comments (Page 1 of 1)
12-05-2007 @ 8:39AM
AJ said...
A little FYI, you may want to edit your stories. There are a few typos.
12-05-2007 @ 11:13AM
Derek W. said...
Wow. All this bitterness over a cartoon movie intended for people who actually watch the show. You know its made just for laughs, there is no point to it. I think it is great that some people still cater to the fans of their work. I think you have some growing up to do there buddy. Oh, and I bet I can't vote this article as one of the most idiotic things I've read in 2007.
12-05-2007 @ 1:50PM
Boston paniced said...
No the move by Cartoon Network was pure genius. Boston over reacted and by that city doing that gave ATHF Movie more free publicity then what they could buy. Brillent move!
12-05-2007 @ 9:24PM
Kendra said...
Secret decoded message?! Holy crap! Friggen idiots! I think it's ridiculous that Cartoon Network was fined for Botson PD's ignorance and OVER-reaction to a harmless ad campaign. I bet if Coca-Cola had done that no one would have cared! Seems to me that the paranoia and fear created by our administration is really to blame.
'I hope they can see this because I'm doing it as hard as I can!'
12-28-2007 @ 10:40AM
Ed said...
RE: Jet Blue
What a great, caring airlines. I was one of those stuck at JFK while I witnessed the worst service I have ever seen( I've been flying since 1968 ).
And after all the bad press and the promises, I'm still waiting for someone to contact me, offer an apology, anything. And I have sent them e mails and regular mail!
At least with United, even if the planes are old and dirty, they do fly and acknowledge their customers.
1-08-2008 @ 9:59PM
Rick said...
Contact me with your name and a way to contact you; I will make sure you get a response from JetBlue.
aim = h2ranger