DIARY: Bad reaction forces Acclaim campaign review

The Government tends to be fairly tolerant of most outlandish PR stunts, but its tolerance only lasts so long, judging from the Department of Transport's reaction to the latest campaign from computer games firm Acclaim Entertainment UK.

In launching its most recent crash'n'burn driving game Burnout 2: Point of Impact, Acclaim offered to pay the fines of anyone caught speeding on a roadside camera last Friday (11 October).

Predictably, however, those at the DoT - and others - took offence, forcing Acclaim to rethink the stunt.

And the reviewed version is a whole lot tamer. Acclaim is now hoping to actively promote safe driving, offering free demos of the PlayStation 2 game and allowing players to 'experience the thrill of speed at home and not on the roads'.

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