Recently in New Media Category

Apparently, a deal from Geico fell through in which the lizard would have become exclusive corporate sponsor for the George Washington Bridge to the tune of $3.2M in exchange for some "guerilla advertising" opportunities at the toll booth. The Port Authority balked at the offer, but left the door open for another bridge sponsor to step up. I thought the whole point of guerilla marketing is that it's a superior, low-cost alternative to paid media?