Electronic Arts' UK PR department has pulled off a major coup in the battle between FIFA and Pro Evolution Soccer – securing a large news story in best-selling tabloid The News Of The World.
Yesterday's article, which carried the headline ‘Wayne Rooney's at it five times a night' informed readers that real-life football star (and official FIFA endorser) Wayne Rooney is addicted to the new game – much to the dismay of suffering wife Coleen.
It would have been another boost to EA's PR team, after the department alerted national media attention with a petrol station promotion for Mercenaries 2 at the end of last week.
However, that stunt was branded 'dangerous' by critics as consumers rushed to collect free fuel.
Lynne Featherstone, MP for Hornsey and Wood Green, called on the publisher to apologise to local residents for causing "misery".
The Wayne Rooney piece can be read here.