Aussie Firm Mails Live Butterflies (and Terrible Grammar) to Journalists

“Are the butterflies alive or dead?”

That’s the first question a rep from a firm that comes from the land down under asked when a journalist called to follow up on her latest pitch. The answer, thankfully, was yes—but that doesn’t make the stunt any less bizarre.

Seems she mailed the Lepidopteras in question to several writers in the hope that they’d cover the DVD release of the show Under the Dome. Based on a Stephen King novel, the show somehow played on “the butterfly effect“, by which we mean the far out idea that a butterfly can flap its wings and cause a hurricane on another continent.