You can't say publisher Deep Silver doesn't take innovative approaches to promoting their games. Quite the opposite.

To help push the upcoming sequel, Dead Island: Riptide , the PR gurus have already given us the well-done debut trailer , which got a fair amount of attention. But obviously, that wasn't enough.

They've adopted a new approach: Create a fake rap video featuring one of the game's characters, Sam B. and the real-life artist Chamillionaire. In the virtual story, Sam B. is a one-hit wonder who got rich and famous for his song, "Who Do You Voodoo, Bitch." Now, he has recorded a new single – "No Room in Hell" – but as he's trapped on an island with all kinds of nasty sh** happening, he may not ever record again… At the very least, whether you like the song or not, this is a unique way to push a game, no?