As part of Electronic Arts's efforts to promote Mercenaries 2: World in Flames, the video game publisher gave away $35,340 in free gas at a station in a north London neighborhood. The game, set in Venezuela, uses gasoline as a form of currency. However, the scene that developed looked more like Baghdad shortly after the fall of Saddam Hussein, with a line forty cars long and actors in camouflage fatigues trying to placate angry commuters trying to get out of their driveways. In the end, the company ended the giveaway with a little over half the free fuel doled out.

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