For public relations pros, picking the perfect piece of swag can be the difference between winning coverage on a story and being ignored. But the wrong piece of swag can evacuate an entire office building.

A promotional package from BET was to blame when a 27-story building on Wilshire Boulevard in Los Angeles was evacuated, according to LA Weekly.

Specifically, the promotion featured alarm clocks, which are often associated with cartoon time bombs. BET sent the packages to two CBS-owned radio stations to promote its upcoming talk show “Don’t Sleep” with TJ Holmes.

Sending alarm clocks in the mail is not advisable, but the move did win coverage for BET in trade publications and elsewhere.