When promo stunts go awry

Last night I was reading an article on Yahoo Finance titled 10 Promotional Stunts that Horribly Backfired (via Minyanville). The title itself is clear concise and merely answers the companies named in the article's proverbial "What can go wrong?" questions. As a PR person, it's part of my nature   for the worst and think for the best. I also wonder if my flack counterpart in these situations were thinking the same, or rather looking the any publicity is good publicity way.