A promotional stunt set up by Electronics Arts giving away £20,000 worth of fuel has caused traffic jams around a London petrol station today (September 5). The campaign was created to promote the launch of its new computer game Mercenaries 2: The World in Flames.
The games company has been offering motorists £40 worth of free fuel at the Last Stop garage in Finsbury Park, north London.
But with hundreds of motorists taking advantage of the offer the promotion has caused traffic jams throughout neighbouring streets, with cars queuing up by as far as 150 metres along the road.
Security staff had to be brought in to deal with angry commuters affected by the campaign during peak hour traffic.
An Electronic Arts spokesman says the aim of the promotion was not to cause havoc, but “cheer consumers when fuel prices are steep”.
He adds that in spite of the drama, overall the reaction towards the promotional campaign “has been very positive”.