Something Nice to Read in Your Morning Mail: “You are Going to be My Next Murder Victim!” By the Way, Did You Miss It was a Promo for a TV Show?
Philip Stone January 31, 2005
Picture this: You’re reading your morning mail over the cereal bowl when you open a brown envelope and out falls a dossier of crime scene reports, news clippings and photographs all with the basic message: YOU are the victim of a murderous stalker and you could be next.
Great way to start the day!
If you looked a little closer you could sigh with relief. On the envelope there is the name of a TV channel and a new TV show. And at the bottom of some of the literature is the logo for the TV show: CSI:NY. It’s all a promotion for a TV show.
Problem is, not everyone caught on to that right away. And they were not happy at getting such a fright in the mail.
Channel 5 in the UK claimed it was obvious to everyone that this was a TV promotional mailing not to be taken seriously It sent out about 55,000 such packages to promote its new imported US TV show.
|
The print ad was plain, stark and simple. A giant stiletto heel skewering a businessman in his stomach as his blood poured on the floor.
EU Consumer Protection Commissioner David Byrne told the World Advertising Federation that self-regulation is a good idea and he expected the industry to rise to the challenge.
|
Well, it wasn’t obvious to everyone. About 100 people complained directly to the station but they were given short shrift. A station spokesman said it saw nothing wrong with such a promotion and absolutely refused to apologize.
In complaints to the Advertising Standards Authority, however, recipients used such words as outrageous, horrifying and offensive. One viewer explained the package contained pictures of dead people with the same name as the recipient. And if the package had been received by someone with a weak heart what might have happened?” another asked.
Included in a package was a printed email that warned, ““Do you know who I am? Have you been watching me? I hope you have seen me before. I have been in your home before. Why don’t you take a seat in front of the TV and wait for me.”
 
CSI:NY - a crime drama series produced by Jerry Bruckheimer for CBS, stars Gary SiniseA recipient responded that if the promotional package was intended to have her watch the show then it achieved the opposite. “No way I’ll be tuning in,” she said.
The Advertising Standards Authority usually doesn’t step into a conflict until it has fully investigated a case and then it slaps hands when necessary. But in what must be a clue of what it really thinks in this case e it has ordered Channel 5 to stop the mailings until it has completed its investigation and made its pronouncement.
Strike another blow for viral advertising!
| 