Hats off to Electronic Arts for having the balls to stage a marvellous publicity stunt. You know they are onto a winner when a stunt is branded “irresponsible” by MPs. The PR caper was to give away £20,000’s worth of fuel at a petrol station in north London as part of a promotion for a new video game Mercenaries 2. Of course, the stunt angered residents and local politicians for causing gridlock during the morning rush hour, but that’s was the aim.
A £20,000 spend to get an average video game talked about in newspapers and forums is money well invested – especially with that all-important “irresponsible tag that served Grand Theft Auto so well (though that is a far better game). Let’s see if this scam can actually persuade gamers to shell out for a poorly-received diversion.
Whatever the outcome, I am sure the great Jim Moran – and even Harry Reichenbach – would approve..