Well, that's one way to get people talking about your new product!
Trying to create a buzz for their new video game, game publisher Ubisoft settled upon the worst PR stunt in the history of ever.
Watch Dogs, their new action-adventure game, was shipped to reviewers and media outlets inside of a small, unmarked safe with a keypad on it. Accompanying the package was a "suspicious" letter that advised the recipient to check his or her voicemail.
Wait, what!? That sounds like protocol for sending out ransom notes, not video games!!! WHAT COULD POSSIBLY GO WRONG?
Lo-and-behold, an employee at Australia Square received the package and didn't know precisely how to react. He wasn't able to access any voicemail message, so he tried to open it via keypad! That only made the package start to BEEP!
So, he did what anyone in his situation would do — he called the mother-effing bomb squad!!!