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Game – Online Digital PR Case Study
April Fools sign away their souls to retail giant GAME
Game
In April 2010 Gamestation, altered the small print on their website terms and conditions say it legally owned the soul of each customer who bought from them.
It read: “By placing an order via this web site on the first day of the fourth month of the year 2010 Anno Domini, you agree to grant us a non transferable option to claim, for now and forever more, your immortal soul”.
To save their souls, customers needed to tick a box. Almost 90 per cent of customers agreed to the terms and conditions without reading. The 12 per cent of customers who refused the terms were given a £5 gift voucher.
Customers who had agreed to the terms were then sent an email which said: “Little did you realise that upon your last purchase from Gamestation.co.uk you also granted us a right to claim your humanity [...] To avoid future fatalities, always check the terms and conditions.”
The email added: “However, as Gamestation customer services conjurer I have been informed by HR that this little clause of mine is, apparently, not playing fair. So I’m releasing you from your part of the soul bargain.”
PHA Digital were brought in to help instigate a viral campaign to gain greater awareness for the ‘April Fool’s.’ The team placed the story on thousands of websites around the globe. The results were stunning. There was more than 88,000 pieces of coverage for Gamestation on the back of this story, which helped the retailer improve brand recognition on a global scale.
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