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Ubisoft leaks thousands of Watch Dogs fan emails: artistic statement, or hopeless blunder?

Viral marketing campaign kicks up a fuss

Did you sign up to Joseph Demarco's gallery website, dotconnexion, after watching him die at the hands of Aidan Pearce in Ubisoft's fantastic Watch Dogs demo? If so, you might want to change email accounts.

In what could be an extra-edgy manifestation of the game's obsession with leaky digital realities, but is probably just some PR chap hitting the wrong key somewhere, the publisher has released thousands of fan email addresses into the wild.

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Dotconnexion sign-ups were mass-mailed the news of Demarco's death overnight in alphabetical batches, but the sender neglected to use the Bcc box, exposing everybody's details to everybody else and trapping users in frustrating reply chains.

The mishap was spotted halfway through, it seems - recipients whose addresses begin with "I" and onwards report that they aren't affected.

"It is with great regret that we inform you that Joseph Demarco passed away in a tragic, yet unexplained accident," the mail reads. "Being one of the most important philanthropists in the local digital art scene, his demise has left a deep void in the community. Out of respect for his friends and family, the dotconnexion exhibition will be cancelled. Sincerely yours, The dotconnexion Team."

Way to repay our goodwill, Ubisoft. Here are some thoughts about Watch Dogs gameplay.

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