Guerrilla marketing campaign evacuates Newton North High School

Another guerrilla campaign, another evacuation

April 9th, 2007 by Greg Reibman

Newton North High School was evacuated this morning in what local officials said appears to be a guerrilla advertising campaign reminiscent of the Cartoon Network promotional gimmick that paralyzed much of Boston, Cambridge and Somerville in January.Four black bags hanging from either fences or trees around the school’s parking lot set off a bomb scare early Monday morning.

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NEWTON, Mass. -- Months after a botched ad campaign caused chaos in the city of Boston, another apparent marketing stunt sent the bomb squad scrambling.

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The school was temporarily evacuated as Newton police, fire department crews and the State Police Bomb Squad used a robot to investigate the satchels.

Students were allowed back inside the classrooms after the bags turned out to be filled with shredded newspapers.

Officials believe the backpacks may be part of a publicity stunt for a student social and educational online network, B4Class.com.

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Array of school backpacks leads to evacuation

By Ralph Ranalli, Globe Staff | April 10, 2007

NEWTON -- An incident that forced the evacuation of a Newton North High School parking lot early yesterday was either a hoax or a publicity stunt, city officials said. But the teenage founder of the website advertised on four suspicious-looking backpacks found there denied involvement.

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The website's founder, an 18-year-old senior at North Quincy High School, insisted yesterday that she had nothing to do with the incident at Newton North.

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Sofia Loginova, who said she has given away about 2,000 of the promotional backpacks, said she heard about the incident when she was met at her school yesterday and questioned by a Quincy police officer. Loginova said she is horrified that officials are comparing the incident to the highly publicized stunt in January.

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Loginova said her site, which opened Wednesday, has about 500 users. She said she does not have outside marketing help.


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http://www.boston.com/news/local/massachusetts/articles/2007/04/10/array_of_school_backpacks_leads_to_evacuation/?rss_id=Boston+Globe+--+City%2FRegion+News