BOSTON -- The advertising ploy for a Turner Broadcasting adult cartoon that deployed bomb squads around the city of Boston Wednesday outraged residents.

NewsCenter 5's Gail Huff reported that the first device was spotted in Charlestown, and called a "suspicious package." A State Police bomb squad exploded the electronic circuit board, but not before part of Interstate 93 was shut down and traffic was disrupted for hours.

It was all part of a guerilla ad campaign. Turner Broadcasting, which owns the movie rights to the cartoon that was being promoted, hired an agency in Atlanta to advertise the film. That company hired a New York ad agency called Interference, Inc. That agency hired people in Boston to install lighted devices around several American cities, including Boston, New York; Los Angeles; Chicago; Atlanta; Seattle; Portland, Ore.; Austin, Texas; San Francisco; and Philadelphia

Grainy video of teams placing the devices around the city was aired on the gaming network G4.

"Guerilla marketing is designed to catch your customer unaware. To let consumers see your message so that it's surprising to them," said Ron Lawner, a former CEO for Arnold Worldwide.

The electronic circuit boards with protruding wires, batteries and lights looked like explosive devices to many and after the first one was spotted in Sullivan Square, the bomb squad was called in, and over the next eight hours city traffic and public transit systems were disrupted as officials investigated additional reports of suspicious devices.

Turner Broadcasting owns the Cartoon Network and CNN. Wednesday, CNN was reporting the bomb scare taking place in Boston. Most Bostonians were not amused.

"If it's guerilla marketing, it should have been approved by the city and it should've been something that the city knew was happening and that it was fine and that it wasn't going to cause a big scare," one woman said.

Turner Broadcasting apologized for the confusion.

"We apologize to the citizens of Boston that part of a marketing campaign was mistaken for a public danger," said Phil Kent, Turner chairman. "We appreciate the gravity of this situation and, like any responsible company would, are putting all necessary resources toward understanding the facts surrounding it as quickly as possible."

The advertising agency should have applied for a permit from the city to post the electronic devices. Any signs or advertising require permits and Mayor Thomas Menino said he is going to ask the FCC to look into Turner Broadcasting's license and vowed to hold the company accountable for the stunt, which he estimated cost the city $500,000.

In the meantime, some of the electronic signs have already been put up for bid on eBay, already drawing more than $3,000 in bids.