How NOT to do Viral Marketing

On April 19th, a man in New Zealand was promoting Splinter Cell Conviction, a new video game. The marketing agency that hired him had him covered in bandages with a fake weapon into a popular area of Auckland. Over two dozen people saw it, thought it was real, and called the cops! The cops then proceeded to draw their REAL guns on the man for the safety of everyone. How dumb could this marketing agency be? When there is so much crime, terrorism, and just bad-natured people in our world, how could the marketing agency think regular people wouldn't take this seriously? If you ever work on a campaign that requires a lot of viral marketing...DON'T DO THIS!!