We've all heard about EA's unique marketing strategy for Dante's Inferno, but this one really takes it to the extreme. It all began with a box addressed to Yahtzee from EA. Inside it were a set of goggles, a small ball peen hammer, and a little recording of the infamous song- "Never gonna give you up...". Yahtzee proceeded to smash the box to bits, trying to stop the song, and he found a simple note from EA. Certainly a clever and amusing move for publicity, but could this also be EA's little dig at Yahtzee for giving Brutal Legend a less than stellar review?
It seemed pretty obvious that the wooden box addressed to Yahtzee had something to do with Dante's Inferno, given that the inside of the lid read "The Fifth Circle of Hell Is Close." Members of The Escapist staff crowded around the box, eager to find out what was inside. We were somewhat bemused to discover nothing but a small burlap bundle containing safety goggles and a ball peen hammer.
Then the music began, and it all became horrifically clear.
"Never Gonna Give You Up..."
We all got a good chuckle as we realized that EA had just managed to Rickroll Yahtzee through the mail, but our laughter quickly died out when we discovered that closing the box didn't shut off the song. Yahtzee looked at us, then at the box, then at the hammer in his hand.
And then he got to work.