What better way to promote a game like God of War 2 than by hosting your own Ancient Greece-themed party with a freshly-slaughtered goat and topless servants feeding revellers grapes?
Well, there are plenty of better ways. But that thought evidently never crossed the mind of the marketing team hired by Sony, as they went about putting together the headline-grabbing soiree.
It only came to wider attention when the event was featured in the Official PlayStation Magazine in the UK, which was promptly recalled from sale by Sony, and the stunt was rightly lambasted by newspapers such as the Daily Mail.
And it’s not often we say things like that.
At the very least, Sony did apologise, the goat had been slaughtered prior to the event by a genuine butcher and God of War 2 did end up being pretty ruddy good.