Gwinnett County received a few false alarms Monday afternoon after concerned citizens called to report a billboard on fire.
While there is real smoke coming through several holes of the new Outback Steakhouse advertisement off of I-85 in Norcross, it's all part of the marketing campaign, according to WXIA-TV.
Several smoke machines were installed in the billboard, which reads "Wood Fire Grill. Good for steaks. Bad for Billboards," to simulate a wood burning grill.
"We are unveiling our new wood fire grill steaks and thought this would be a way to catch drivers' attention," spokesman Hassiba Braggs told the news station.
The company said it alerted the Gwinnett County Fire Rescue, but officials say the word wasn't passed along.
Both firefighters and police officers were sent to the scene after incoming calls.
"Now that we know about the billboard, dispatch will know that if there are more calls, the billboard is not on fire. It is just the smoke machine," Fire Capt. Tommy Rutledge said.
