When does a promotion go too far? In a contest to win Nintendo's new gaming system Wii, Sacramento radio KDND promised to give away a console to the person who could drink the most water and hold it in on air. Sounds innocent enough, right? Wrong.
In a tragic circumstance, Jennifer Strange, 28, drowned 5 hours after the contest at home after drinking over 2 gallons of water. What's even more tragic is that she didn't even win... she finished in 2nd place and received tickets to a Justin Timberlake contest. The station has since fired 10 employees, including three DJs.
With companies fighting harder and harder for consumers' attention (or more appropriately, to prevent them from tuning out to their advertising and messaging) how do you determine what's an brilliant guerilla stunt... and what's down-right dangerous?
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