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