Ubisoft's Assassin's Creed Twitter account has gone pretend haywire for the day, matching up our real-life timeline with that of the modern-day storyline of the games.
"He is gone. #16 is no more. And now they begin. To search for 1 more," spluttered the account yesterday afternoon. It rhymes!
Subject 16 was the test operator of the Animus before series protagonist Desmond Miles. 16 committed suicide on August 8 2012, but his consciousness lived on inside the Animus - he has been helping Desmond since Assassin's Creed II, but scarified himself at the end of last year's Assassin's Creed: Revelations.
"THEY are responsible. Abstergo's to blame. They play with our lives. Like it's only a game," continued the waffling mouthpiece. "They search for the 'prophet' They're grasping at straws. Their ill-conceived plans, are riddled with flaws." It's still rhyming!
The tweets, sent out on the day of 16's death, are likely referring to Abstergo's search for Desmond to replace Subject 16 after his suicide. These events kicked off the start of the first Assassin's Creed, where Desmond finds himself kidnapped and forced to relive the memories of Altair.
The Ubisoft marketing team then resumed normal behaviour after shrouding their account with plenty of Morse code - typical for the series. "Sorry for the disruption, Assassins. We were experiencing some technical issues, but we're back up to 100% now. Thanks for your patience."
This year's title in the series, Assassin's Creed III, will be released for Xbox 360 and PlayStation 3 on October 31. If we all buy a copy then maybe the Tweets will stop.
How much do you think some awful 'creative' marketing agency was paid to come up with this? Round up to the nearest million if you're between figures. What other pithy marketing stunts are to come, I wonder? I can't wait to find out. Still, all I know is they're all sitting there in a meeting room patting each other on the back of their fancy suits, because this little bit of guerrilla advertising is spreading across the internet like wildfire.
Expect every other game ever to start doing similar things, starting tomorrow. Cheers, Ubisoft.