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