After Australia’s announced lack-of-values stance on video games, a bomb scare may not have been the best promotion idea for Watch Dogs in Sydney.
Mysterious packages with beeping metal boxes (pictured below) began to show up on desks of employees of local news station Ninemsn, and erring on the side of caution, the bomb squad was called and the entire building was evacuated as a result.
“As part of a themed promotion for Watch Dogs, our team in Australia sent voicemail messages to some local media alerting them that they’d receive a special package related to the game,” Ubisoft’s statement said. “Unfortunately, the delivery to Ninemsn didn’t go as planned, and we unreservedly apologise to Ninemsn’s staff for the mistake and for any problems caused as a result.”
And unfortunately is right. “The PR company no doubt got carried away with their creativity and ended up sending us something the bomb squad had to open up,” Hal Crawford, Ninemsn publisher said to the BBC.
Has Ubisoft gone too far with promoting Watch Dogs? This isn’t the first case of bizarre PR nonsense stemming from the Blockbuster hit, but it seems that Ubisoft is trying to do whatever it can to keep customers after the server upsets yesterday that kept people from using their U-play accounts.
What will they come up with next? I don’t know, but I know we’ll have the coverage.