Found Art or Guerilla Marketing

When LED signs were placed all around the city of Boston displaying a cartoon character, people screamed, “TERRORIST ATTACK!!” But instead of instilling fear, this little slice of guerilla marketing set off a chain reaction in the media, garnering more publicity for the TV show than the creators ever dreamed possible. So, is this a brilliant example of how clever advertising used at the right time and in the right place can reap tremendous profits…or is it art?