When it comes to promotion and marketing tactics, sometimes you can be too creative.

Ubisoft sent some promotional material to Australian online publication Ninemsn, but it probably wasn't what they were expecting. According to Mumbrella , a bomb squad was called to the Ninemsn offices after being contacted about a beeping safe.

It seems one of the team's reporters was sent a black safe and a blacked-out note telling them to "check their voicemail." But as the reporter didn't use voicemail, he went to check the safe, and it began to beep. Before informing the police, Ninemsn asked other publications to see if they'd received a similar package, but none had, so…yeah, time to play it "safe."

The entire floor to which the package was delivered was evacuated and four police cars and a police rescue unit were dispatched to the scene. Officers scanned the safe and then forced it open in the basement of the building. All they found was a copy of Watch Dogs but here's the punchline: Ninemsn doesn't even cover video games. In response, Ubisoft issued this apology:

"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 apologize 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."

See that you do. Geez.

Related Game(s): Watch Dogs

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Killa Tequilla
Killa Tequilla
8 years ago

F****** hate how they said, "additional precautions".

Lone Wanderer
Lone Wanderer
8 years ago

Oh wah.

WorldEndsWithMe
WorldEndsWithMe
8 years ago

lol what a waste of police time and taxpayer money.

I liked the Dante's Inferno one with the box that you had to smash open to stop the noise, then the game and the little note that said "You have given in to the sin of anger."

wiiplay
wiiplay
8 years ago

Okay, that… is genius!
Also, anger isn't a sin, it's a gift to mankind! Without anger, movies, games and stories just wouldn't be the same.

But seriously though, that promotion sure beats this bomb thing! Though, the Mass Effect promo/failure was pretty cool, too.

Akuma_
Akuma_
8 years ago

Actually it is.

It is the sin of 'Wrath'.

Underdog15
Underdog15
8 years ago

Wrath is not at all the same as anger.

Cideus
Cideus
8 years ago

Reminds me of the Aqua Teen movie fiasco.

Akuma_
Akuma_
8 years ago

What the shit?! I work in the same building as Ninemsn. I was wondering what the hell was going on. AHAHAHA.