Original URL: http://www.theregister.co.uk/2008/09/05/petrol_promo_chaos/
EA free petrol stunt triggers north London gridlock
Shoot-em-up promo creates real life car chaos
Posted in Bootnotes, 5th September 2008 12:52 GMT
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Another great moment in the annals of computer game PR stunts today - Electronic Arts caused gridlock this morning by offering £40 of free petrol to punters in Finsbury Park, north London.
Given current petrol costs, this led to over 500 drivers fighting to get on the forecourt from early this morning. The publisher offered £40 per car up to a total of £20,000, to promote the release of its latest shoot-em-up, Mercenaries II.
A spokeswoman for the Metropolitan Police told the Reg congestion was now easing. Police were aware of the promotion before it happened but approached organisers when congestion started getting serious. Organisers agreed to close the garage at 11am. ®