Day One Minus 20. 
A few people will figure it out.   

After three teaser boards, some TA and QA aficionados of "The Wheel of Fortune" will get it.  Everyone else will still be guessing. 

 

 FINAL START UP 

Radio stations will run contests - "What do those boards say?"  Banners on a few TV & radio station websites can lead to a mysterious "under construction" site that displays only a live web-cam view of "The View."

The local outdoor company will get dozens of phone calls.  No one will know.

People will call the paper.  They won't know either.  

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FSP-Intro   Competition   Planning   Seven Strategies   The Correct Position
Start Up   Start Up II   Start Up III   Month One   Day One   The Name    Brand Intro
MCPS Media Plan   Collateral   Floorplans?   Trim Options   Wrap