Ubisoft’s public relation stunt bombs, forcing evacuation of Sydney building

PUBLISHED : Thursday, 29 May, 2014, 9:52pm
UPDATED : Thursday, 29 May, 2014, 9:52pm


French video-game developer Ubisoft apologised "unreservedly" yesterday after an office in Sydney, Australia was evacuated and a bomb squad called out over a public relations stunt.

Ubisoft, which was promoting its release Watch Dogs, sent a copy of the game in a black safe to Ninemsn media company on Wednesday, with a note telling a reporter to check his voicemail.

But the reporter had no voicemail, and the safe - "of the type found in hotel rooms" - started to beep when staff tried to open it, the firm said on its website.

Police were called and staff were sent home after the company found out other media firms did not receive a similar package. Officers forced open the safe in the basement of the building and found the game inside.

Ubisoft said the delivery "didn't go as planned" and that it would refrain from similar stunts.

Ninemsn editor-in-chief Hal Crawford said that Ubisoft "no doubt got carried away with their creativity".