Viral marketing can be clever and catchy, but as a rule, it's generally not a good idea to pull off a stunt that gets the bomb squad involved, two major CBS-owned radio stations in LA to suspend broadcasting, and a 27-story building on Los Angeles' highly-populated Miracle Mile evacuated.
Unfortunately, BET apparently didn't get this memo, as that is exactly what happened to them just yesterday. According to Deadline, clocks shipped to news stations KNX and KFWB by the network promoting their new series Don't Sleep prompted employees to freak out a bit, as the packaging was beeping, and nothing made it clear that clocks were inside rather than ticking time bombs. The bomb squad was quickly called and the building evacuated for some time. Tax dollars at work, people!