Mission: Stupidity or Mission: Genius?

Love this story about a Mission: Impossible III stunt gone awry. Apparently a bunch of newspaper racks were rigged to play the M:I theme song when someone opened them to buy a newspaper, but some of the units fell on the paper and looked like bombs.

As a result, the bomb squad blew them up. Ha! A spokesperson said it was the "least intended outcome." So, was it a mistake or was it on purpose? I mean they must've generated many many times more news stories than if the gimmick had just gone as planned. Hmmm... marketers take note. :)