(adsbygoogle = window.adsbygoogle || []).push({}); Microsoft is behind a new advertising campaign which portrays Bungie's upcoming space shooter Destiny as a perfume.




The site, which was pushed by Xbox UK across social media channels, features an opening page with the slogan 'The new fragrance by Xbox'. Click through to the next page and a short message reveals the site's true agenda:

Head to You must login or register to view this content. and you'll be greeted by an advert for "the new fragrance by Xbox". But click through to the next page and the truth is revealed.

"Okay, so here's the lowdown. Destiny is actually an epic new first-person shooter, available on Xbox," the site's text reads. "Thing is, we didn't have permission to run adverts for the game." In the UK Microsoft is not allowed to advertise the game for Xbox One, due to an agreement between Activision and Sony.

"So we didn't. Thanks for smelling that something was up. Now get the game and become a legend."

A further page points to various Xbox One and Destiny bundles available at third-party retailers, including GAME, Tesco and Amazon.co.uk.

Destiny is due to go on sale from September 9 for PS4, PS3, Xbox One and Xbox 360.