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Watch Dogs PR stunt confused for bomb threat

Watch Dogs PR stunt confused for bomb threat

The editor of the news station described the package as 'slightly creepy', expressing that this was beyond a reasonable PR activity.

A PR stunt intended to promote the launch of Ubisoft’s Watch Dogs has failed spectacularly and resulted in the bomb squad being called to an Australian news room.

News station Ninemsn received a small safe and a letter telling the reporter it was delivered to to check their voicemail. The reporter did not have a voicemail message and instead tried to enter a pin code into the safe which then started beeping.

Talking to Australian media and marketing news site Mumbrella, Ninemsn editor Hal Crawford said that ’this is definitely the other side of the line in terms of what it’s safe for a PR company to send to a newsroom,’ describing the safe as heavy, black and slightly creepy.

The station also checked with other newsrooms to see if anyone else had received the package but nobody else had. Once the building was evacuated, the safe was pried open to reveal a copy of Watch Dogs, a baseball cap and a beanie.

Ubisoft is yet to comment on the delivery and it is not currently clear whether this was the idea of its PR team or an external ad agency.

The much anticipated Watch Dogs was released yesterday on Playsation 3 and 4, Xbox 360 and One and PC. A Wii U version is planned for release later this year. Following the release, the PC version is currently suffering from problems due to authentication issues with Ubisoft’s PC client, Uplay.

10 Comments

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kenco_uk 28th May 2014, 12:22 Quote
Quote:
Originally Posted by
That went as well as could be expected then.
Waynio 28th May 2014, 18:01 Quote
Whoops.

Quote:

Is that self portrait of who thought of doing it. :D
Dave Lister 28th May 2014, 19:24 Quote
Brilliant ! this has made my day.. nobody has a sense of humor anymore. Is this different in any way from some of the pranks Jeremy Beadle used to play on unsuspecting members of the public ? perhaps in detail but not the gesture. What a sad, over scared world we live in now bwaa ha ha ha ha ha!
LordPyrinc 28th May 2014, 19:38 Quote
I'm sure no harm was intended, but people need to stop and think before doing something that stupid. It doesn't take much to cause a panic and any suspicious package, especially one delivered under dubious intent should be taken as a potential threat. Somebody will likely lose their job over this and possibly face fines and jail time.
hyperion 28th May 2014, 21:06 Quote
So these people are prejudiced against anything heavy, black and creepy looking.



That was a joke
Sloth 28th May 2014, 21:29 Quote
Quote:
Originally Posted by Dave Lister
Brilliant ! this has made my day.. nobody has a sense of humor anymore. Is this different in any way from some of the pranks Jeremy Beadle used to play on unsuspecting members of the public ? perhaps in detail but not the gesture. What a sad, over scared world we live in now bwaa ha ha ha ha ha!
Perhaps my understanding of Jemery Beadle's pranks is lacking, but this seems fairly different? Key being most pranks don't involve the victim being put in a situation where they would have reason to fear for their lives.
mi1ez 28th May 2014, 22:59 Quote
I used to work there! In fact, they're trying to poach me back on the hush...

My mate there missed all the excitement because they only evacuated one floor.
SexyHyde 29th May 2014, 00:11 Quote
Quote:
Originally Posted by Sloth
Perhaps my understanding of Jemery Beadle's pranks is lacking, but this seems fairly different? Key being most pranks don't involve the victim being put in a situation where they would have reason to fear for their lives.

I remember one where he faked a crashed ufo and he was dressed up as an alien.

I'll admit it was a bit creepy, and the PR team should have made sure the voicemail and package was delivered to the correct people. I personally would have had Watch Dogs embosed on the letter to 'give the game away' enough.
Cheapskate 29th May 2014, 02:54 Quote
Australia's bomb squad is pretty laid back.
-"Nah' Mate, evacuating one floor should do the trick. Gimmie a hammer."
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