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Video game manufacturer EA (Electronic Arts) has awoken the gods of “duh” after their latest marketing tactic for the new action game Dante’s Inferno backfired.

As part of its effort to promote the game at San Diego’s Comic-Con event, EA held a promo contest asking attendees to “commit acts of lust” with any of the models working at the convention’s booths.  Then, they were then asked to upload pictures of these acts to various social networking portals such as Facebook or Twitter. The victor would then win “dinner and a sinful night with two hot girls, a limo service, paparazzi and a chest full of booty.” Five runners-up, meanwhile, would need to settle for a free copy of the new game, a $240 gift card and various game merchandise.

EA did specify that “judges reserve the right, in their sole and absolute discretion, to disqualify any Submissions that are inappropriate for any reason, including without limitation, for depicting or mentioning sex, violence, drugs, alcohol and/or inappropriate language.” Yeah, right.

Now the gaming community has uncorked a keg of fail upon EA.  Twitter posts citing the hashtag #EAfail have gone ballistic, with many accusing the company of acting in an immature and sexist fashion.

As it turns out, EA has tweeted a semi-apologetic reply:

“‘Commit acts of lust’ is simply a tongue-in-cheek way to say take pictures with costumed reps,” it reads. “Also, a ‘Night of Lust’ means only that the winner will receive a chaperoned VIP night on the town with the Dante’s Inferno reps, all expenses paid, as well as other prizes.”

So this begs the question…is ANY press really a good thing, whether it’s positive or negative?  Well, people are certainly talking about it, which is the goal of any marketing campaign.

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