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An agency that specializes in branded stunts created seeming mayhem in the streets of New York to promote a free-to-play action video game.
The campaign involved viral marketing shop WhoIsTheBaldGuy arming random Manhattan passersby with a real-life model of a massive firearm from the game Warframe, warning them not to pull the trigger. Regardless of whether they do, a nearby police car and mailbox are rigged to explode via remote control when the weapon is pointed toward them, leading to shock and confusion from the unsuspecting gun-toter.