Ads by Peggy Olsen and Don Draper.

That's a good PR stunt. Wish I was close enough to one of the beaches so I could have seen it for myself.

Dang, I want to keep the bottle as a souvenier.

Very classy. I think if I'd stumbled across these bottles I'd have sacrificed myself the the god of awesomeness. Fantastic PR, RIP Ryan :(

Too late. The Hague isn't too far away from me (because The Netherlands is tiny compared to the US). It's a pretty cool PR stunt. I like it. Nothing beats the tiny billboards for LittleBigPlanet though. Hell, nothing beats the game either. Oh I'm such a LittleBigFanBoy.

I would love some high-res scans of those posters to print. I already looked on eBay, and there's currently a bottle going for $50.00

@Dexter345

If only.

Its the biggest beach down here....by biggest, I mean most over populated and crowded beach in summer....

Hell, I'd rather they just work on making the game as great as possible and an appropriate follow up that does justice to one of the best games ever made than work on neat PR events. I don't think I'm the only one that is a little worried this is going to be a cash grab sequel that detracts from the awesomeness of the original game.

Wow. That's seriously the coolest PR stunt I ever did see...Dammit, I wants me some BioShock 2 >.<

56.00.....

My girlfriend and I got up ass-early and drove down to Santa Monica for the 6:11 event this morning. We reached the coordinates by 5 a.m. and joined the roughly two dozen other folks waiting in the dark.

Six a.m. rolls around. We don't see anything. The magical moment arrives. Still nothing. Most of the folks in the group seem to know what it is we're looking for, so it's not like we're waiting for the Dallas Cheerleaders to come leaping out of the waves--we're actively scanning the beach for bottles. It gets to be half past six--still nothing.

Then somebody gets a tip-off from a passing jogger that there's a bunch of bottles about A MILE down the beach, next to the Santa Monica pier. The group, which has swelled to a herd of well over a hundred people, goes stampeding across the sand.

I ran for a while, but it was too far for me, and I was already at the far end of the pack when I started. By the time I wheeze my way over the spot in question, the bottles are long gone. I'm convinced that whomever drew the short lot over at 2K Games got to the location late, saw the crowd already assembled at the coordinates, and thought, "Eff that noise--I'll just dump 'em way over here...!" I felt like a real schmuck having gotten there before 90% of the folks who left with bottles. Seriously, I probably would have had better luck sauntering in at 6:30...

If I'd known this thing was going to play out like it had, I wouldn't have gotten up so damn early. Kudos to that guy from Naughty Dog Games who was handing out codes for character skins and free copies of Uncharted, though; my girlfriend got one of the games, so the morning wasn't a total wash.

Now THAT'S how you do viral...!!! Bravo...!

Holy crap, Bondi is right near my place! I'll probably head down there and see if there are any left.

I approve of this.

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