The newsracks were part of a promotion for "Mission: Impossible 3," and played the franchise's theme song when opened. That was enough to spook people out... and garner more attention and headlines than any other so-called "viral" marketing in recent memory. That's the sign of a successful promotion.
Same goes for the billboards currently around town promoting KPWR-FM/Power 106's Big Boy, trumpeting the morning DJ's major 250-pound weight loss. The tongue-in-cheek billboards do hint that the 'Boy is "still big" elsewhere, That had the Crescenta Valley Town Council and Los Angeles County Supervisor Michael Antonovich up in arms -- and one of the billboards, located on Foothill Drive, is coming down -- according to the Glendale News Press:
Following complaints from residents who noticed the billboard on Friday, Antonovich sent a letter to Emmis Communications, the owners of radio station Power 106 FM, where Big Boy has his popular morning show, requesting its immediate removal.
"A promotional billboard for the Power 106 radio station ... is offensive," Antonovich said in the letter. "Its proximity to churches, schools and libraries make it an affront to parents and children."
Council members also sent a letter Monday to the radio station and Clear Channel Communications, which owns the billboard, asking for its removal, Council President Sharon Hales said. "It's lewd and inappropriate for a family-orientated community," Hales said. "It's important for our community to remember that this is our community and although we can't do much about the billboard industry and its presence in our community, we can certainly voice our concerns about protecting our values and our children."
Power 106, a one-time L.A. radio titan that has hit some bumpy ratings over the past year, couldn't have asked for a better outcome. A city up in arms? You can't buy that kind of publicity.
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