Ubisoft Watch Dogs game PR stunt ends up with bomb squad being called in- Awkward!

[Home Page Carousel] Aiden_Gun_Down_99826(image courtesy of watchdogs.ubi.com)

Ninemsn employees were evacuated from the Australia Square building in Sydney in May when journalist opened a suspicious package. A safe was accompanied by a note which said “check your voicemail” amid a raft of blacked-out lines.

As the package couldn’t be opened and was said to be making a strange noise, Ninemsn immediately called in the NSW police (which most normal people would do), which in turn called the bomb disposal unit. All staff on the floor were evacuated at 3pm that day.

When the bomb squad finally opened the package, it turned out it was in fact, promotional materials for Ubisoft’s Watch Dogs game.

Ubisoft then issued the following statement –

“As part of a themed promotion for Watch Dogs, our team in Australia sent voicemail messages to some local media alerting them that they’d receive a special package related to the game. Unfortunately, the delivery to Ninemsn didn’t go as planned, and we unreservedly apologise to Ninemsn’s staff for the mistake and for any problems caused as a result. We will take additional precautions in the future to ensure this kind of situation doesn’t happen again.”


This stunt I do find funny in a kind of look back at it now kind of way but obviously when it happened I’m sure was absolutely terrifying for the staff involved. How awkward for the PR company involved, although wahey for all the PR. At least they’ve landed something…but on a different note – how the hell did they think this one was going to go? Note to self – make any promo materials EXTREMELY easy to open.

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