When PR stunts go bad!
The Australian MSN office in Sydney received a package the other day along with a letter addressed to a journalist saying she should check her voicemail. She didn't have any voicemail so they opened up the box to reveal a heavy black safe, complete with keypad. When they entered in the code taped to the side of the box, it started to beep.
Then the bomb squad got called.
After the smoke cleared (not literally, they just opened it in a safe area) the contents were revealed - a baseball cap, beanie, a note and a copy of Ubisoft's new game Watch Dogs.
Later Ubisoft apologised for the stunt and said that the wrong code had been sent with the safe. A voicemail would have explained the situation to the journalist but she couldn't be reached in time.
PR blunders happen more often than they should - last year we recieved a box containing a balaclava and the ingredients for a nail bomb to promote a movie we're not going to name for fear of encouraging that behaviour - but in this case it seems like a genuine mistake. Ubisoft wasn't even trying to make it seem like it was a bomb of any kind and the reaction seems extreme on the part of the staff. The company just wanted some journos to take a snap of their cool safe/box and then to start enjoying the game.
Happily, Watch Dogs is still good and you can read our review here.