There’s always excitement when coming up with ideas for campaigns to get your product out there, but there always needs to be a big of common sense also. Obviously there’s the common sense of not taking things too far but you also have to factor in security things too. The Watch Dog campaign down in Australia took a slight turn for the worst when Ubisoft sent company Ninemsn a copy of the game inside a safe that beeped when staff at the news site tried to open it.
They contacted other journalists to find out if they had received one also, having learnt they were the only ones they called the authorities. A police rescue unit and four police cars were sent to the office, staff were evacuated and sent home early while the officers took the box to the basement of the office block and forced it open.
Obviously a miscalculation on the agencys side, apparently it was also a mistake in the delivery of the box. According to Ubisoft; before the box arrived Ninemsn should have received a voicemail stating that they’d receive a special package related to the game. Maybe check that they had received that first? But still, sending a mystery box to a companies office block it just asking to be suspicious.
Also think about your target audience a bit more, pun definitely not intended. The company they sent it to which is part-owned by Microsoft – who weren’t pleased – don’t even write about video games! So what the over all effect they were aiming for was I’m not sure I know! Sure sending it has obviously made me and others post about it, reaching us from Australia but not entirely sure it makes me want to go out and buy it. The other campaign they did for the game is much better, and I shall be posting that shortly!