Some years ago, for a pharmaceutical company, we set out to find a town whose residents would agree (for a fee) to serve as a living laboratory. The town we found was Wellsburg, West Virginia, and our goal was put them all on a diet and exercise regimen, and measure their progress before and after.
In the category of “there are no new ideas,” the clever folks at DISH Network convinced the small town of Clark, Texas to rename itself DISH (caps and all), Texas…in exchange for a decade of free satellite TV (and some national publicity).
If they were thinking, the town elders could have saved a bunch of money by contacting GEICO…I mean NECCO, the makers of the Clark Bar, to cut a deal. Both add to the waistline.