You might have seen the coverage of Latvia’s ‘meteor strike’ last week, which drew the attention of scientists, news reporters and astronomers alike – before it was discovered to be nothing but a publicity stunt.

After rescue authorities apparently reported signs of a fiery object falling from sky, leaving a 10-metre crater in its wake, the world’s media rushed to the site as security forces cordoned off the area to conduct radiation tests.

Upon closer inspection, the professionals didn’t find the rock they were so excited about, but a series of shovel marks and footprints instead. All credit to them, Swedish telecoms company Tele2 were quick to raise their hands and take full credit. The Stockholm-based company admitted it had dug the hole and burned chemicals at its base to create the impression of a smouldering meteorite crater.

Though a spokesperson quickly said they the company would be reimbursing any costs attributed to investigating the ‘natural phenomenon’, Tele2’s explanation that it was trying ‘to draw attention away from Latvia’s economic crisis and toward something else more interesting’ – just wasn’t enough. This was not just a schoolyard prank and Latvia’s Interior Ministry were quick to make their feelings known. As one of Tele2’s biggest clients, they cancelled their contract.

“The Interior Ministry doesn’t want to do business with a firm that promotes itself at our expense,” said Linda Murniece, Interior Minister, as police stated they were launching a formal investigation that could lead to criminal charges.

Pernilla Oldmark, spokesman for Tele2 in Stockholm, said the stunt had been intended to kick off a forthcoming marketing campaign. “The message will become clear as soon as the concept is launched,” she said, while apologising for the disruption caused.

The problem with carrying out stunts like this is always the element of risk involved. It’s always a good idea to involve the correct authorities and check the legal aspects of anything that’s being attempted – especially when it involves digging up public property, or making someone very important look a bit silly.