In a guerrilla campaign to promote Prison Break, the Fox channel in Portugal has marched prisoners throughout the city. The prisoners (actors) were chained together as shown in the photo. Posters and mugshots were been plastered throughout the city and the media were given press kits that included a hidden spoon and prison blueprint. The idea was created by the Torke agency.
Implications - With the conflict in the middle east, many consumers are sensitive to war and crime-related advertising. Presenting a publicity stunt that features prisoners is just one way to gain attention from a customer in order to sell a product. Companies should consider how to incorporate military designs into their commodities to secure prestige over their competitors.