Watch_Dogs PR Stunt Results in Office Evacuation

This week marks the release of Ubisoft's often delayed and highly anticipated next-gen open world vigilante hacktivism game, Watch_Dogs. While the reviews have been mixed (mostly due to a PC version with serious optimization problems), that didn't stop the game from breaking Ubisoft's record as their highest selling game ever in a 24 hour period. Of course that likely has to do with an extraordinary long pre-order window when the game was originally set to be a PS4 launch title last year.
 
After spending some time with the game myself, I would take a guess the delay was also implemented to create a larger time gap between Watch_Dogs and Grand Theft Auto V. While Ubisoft's game isn't bad... compared to GTA V it's pretty underwhelming.  
 
To get the word out about their newest IP (which already has a sequel basically confirmed at this point) Ubisoft has been doing some viral marketing, and in one case things went very wrong. They sent out copies of the game to various news sites inside of a metal safe that would beep when you attempt to open it. Journalists were supposed to use a corresponding text message to figure out how to open the safe. Below is an image of one of the safes sent to gaming site Kotaku-
 

 
In Australia, the Sydney based news site Ninemsn happened to receive one of these safes... only they never got the text nor do they cover video games to know what Watch_Dogs was. The result was the Australian bomb squad being called in and the entire building evacuated. Ubisoft has apologized to the company and placed the blame on the PR company that set up the stunt... meanwhile Watch_Dogs is still a pretty mediocre game.