Watch Dogs PR stunt goes awry, summons bomb squad

An ill-advised PR campaign for Watch Dogs resulted in a bomb squad storming the offices of Australian publication Ninemsn.

Here’s what happened: Frequently, when a big game comes out, the publisher – in this case Ubisoft – will send some commemorative bits of swag or a game’s special edition to journalists who may write about it. This is not unusual. Whatisunusual is that Ubisoft sent a journalist at Ninemsn a package that wasbeeping.

As reported byNinemsn, the parcel in question arrived in the form of a black safe “of the type found in hotel rooms”. Attached to the ominous package was a note telling her to check her voicemail.

The reporter didn’t use voicemail, however, and had coincidentally received a sketchy call the night before from a mysterious number that simply hung up. According to an Ubisoft statement obtained by theStandard, the publisher’s Australian team “sent voicemail messages to some local media alerting them that they’d receive a special package related to the game.”

www.eurogamer.net

David Wriglesworth

David Wriglesworth is a Northern lad with a passion for gaming, who graduated from the University of Lincoln with a BA (Hons) Journalism degree. If you can drag him away from the consoles, you can probably find him Tweeting or watching Coronation Street.

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