In an effort to promote its latest game release, Mercenaries 2: World in Flames, Electronic Arts is today giving away £20,000 worth of fuel at a petrol station in north London.
The promotion allows drivers to put £40 of fuel into their vehicles at no cost, and an estimated 150 drivers had already filled up by 07:30am. However, residents nearby the Last Stop station - located on Stapleton Hall Road in Finsbury Park - have criticised the unusual promotion, stating that the congestion has unsettled an otherwise quiet area.
Electronic Arts states that the promotion is designed to mimic the game itself - in which users play as a mercenary in a world where fuel is used as currency. The gaming-giant has taken over the Last Stop petrol station and decorated it with jeeps, sandbags, oil barrels and costumed customer attendants.
Unfortunately, the dramatic promotion hasn't been welcomed be all. According to reports, tempers have flared during this morning's rush hour leading to angry scenes and repeatedly-sounding car horns.
Clever marketing, or an irresponsible promotion? A bit of both, we feel. The promotion will continue until all £20,000 worth of fuel has been used.
Mercenaries 2: World in Flames is available today on Xbox 360, PlayStation 3, PlayStation 2 and PC.
