09/29/2011 10:15 am ET | Updated Nov 29, 2011

Outback Steakhouse Billboard Goes Up In Flames

If you saw smoke coming out of a billboard, would you call 911? That's what several Georgia residents did after seeing an Outback Steakhouse billboard with smoke billowing out, reports Ad Week. But the smoke was actually an illusion made from smoke machines to advertise Outback's wood-fire grilled steaks.

Turns out, Outback likes to play with fire. In August, the company also produced an elaborate stunt in Glendale, CA in which a whole billboard actually gets lit up, catches on fire and then falls down on top of a car. The YouTube site explains: "Wood-Fire Grill: Good for Steaks, Bad for Billboards."

Outback has tried several schemes for drumming us press recently. Its last gambit was to give away a million free steak dinners.

Smoke from Outback billboard:

Outback billboard goes up in flames: