In September 2008, we were asked by Shine Communications to produce a stunt activity, launching the new Electronic Arts action adventure game “Mercenaries 2: World In Flames“.
The game was set in a fictionalised war-torn Venezuela and our initial task was to transform a fuel station in North London into a Venezuelan military bunker.
A team of costumed Ministry revolutionaries would then oversee the distribution of £20,000 of free fuel to passing motorists.
We decorated the fuel station using hundreds of meters of camouflage netting, sandbags, petrol cans, signage and authentic military vehicles.
By 6.30am on the activity day, and assisted by news circulated by breakfast radio shows, we had attracted a queue of 40 cars. Our fearless MOF performers were on-hand to host the activity and chaos naturally ensued as we gave away up to £40 of fuel to each driver.
The stunt created a huge amount of print and broadcast media coverage including pieces in The Metro and The Telegraph, featuring the streets of Finsbury Park rammed with vehicles.
It genuinely split opinions. Local MP Lynne Featherstone commented to BBC News that the stunt was “completely irresponsible and downright dangerous.” Whilst in contrast, game fans were delighted: “This is a genius idea, whoever thought of this should be promoted. I’ll definitely be buying the game”
The game was generally well-received, scoring a 72/100 game ranking and the stunt is still talked about today as “a perfect piece of PR“.
