This sequence of events shows the delicate nature of advertising a product without providing any additional information. A mysterious device in a subway station, especially given the terrorist plots that took place in London, is an obvious risk to public safety. Companies should therefore examine their marketing initiatives and explore the potential risks before launching a campaign on unsuspecting consumers. As a result of the negative word of mouth around this company and it's failed product placement attempt, the concept of word of mouth marketing could be under scrutiny. Had Turner communications disclosed that they were placing devices in public places, or at least notified MBTA security, they could have avoided this debacle all together. This unfortunate marketing campaign is not going to fair well in the eyes of the already cynical consumer and further underscores the value of disclosure for WOM campaigns.
Rough times for Turner Broadcasting.