Now with the credit crunch and rising fuel prices it seemed like a good idea at the time in Electronic Arts HQ to giveaway £20,000 of free fuel to motorists as a way of promoting a new game. But the launch of Mercenaries 2: World in Flames seems to have backfired a little.

The free fuel gimmick kicked off at 7.30 am this morning at a service station in Finsbury Park, London. Londoners, not being people to pass up an opportunity to save a few quid, started to queue outside the station awaiting their gratis gas.

Up to 30 cars lined the streets causing disruption and congestion in a busy part of town. One unnamed woman told the BBC: "What an extraordinary thing to do, it's totally irresponsible. I can't believe they've been allowed to do it. This area is usually very quiet but look at it now, there's cars queuing everywhere. It's just creating unnecessary problems."

According to a spokesman for Electronic Arts, the company behind the new game, Merceneries 2 is set in Venezuela, where gasoline is the currency (Odd we thought it was the Bolivar!).

"The entire forecourt of Last Stop Ltd near Finsbury Park, North London will be completely transformed into that of a military style bunker, with jeeps, oil barrels, sandbag walls, and fully costumed actors on hand to pump the petrol for the customers." So not much different to the rest of North London.

Others, predictably those that managed to fuel up for free were really impressed.

"This is a genius idea, whoever thought of this should be promoted. I'll definitely be buying the game, you're never too old to play computer games," said Prince Davis. (We suspect not a real prince).