Ninemsn delivers the news to Australians online and reaches about 71% of the population down-undah, but a PR mailing related to Watch Dogs scared individuals at the site into calling a bomb squad when what appeared to be a safe started beeping.
A black safe, pictured above, was sent to the news offices with a "suspicious" letter instructing the receiver to check their voicemail. When the individual opening the package didn't have a voice mail, they tried to use a pin code attached to the safe but it did not open and instead began to beep.
When the police evacuated the building and took the item to the basement for opening, they discovered a copy of Ubisoft's Watch Dogs game, a baseball cap, and a beanie with embargo details.
As reported by Mumbrella, Ninemsn editors said "this is definitely the other side of the line in terms of what it's[sic] safe for a PR company to send anonymously to a newsroom. The thing was black, heavy and slightly creepy."
The staff at Ninemsn apparently called other stations and newsrooms but I haven't heard or seen anything like this reported from games media outlets. A statement from Ubisoft apologized for the trouble saying "we unreservedly apologize to Ninemsn's staff for the mistake and for any problems caused as a result."