Above: The presenters at the Japanese Silent Hill  junket seem strangely oblivious to the horde of zombie nurses about to suck the brains out of their ears

The game
Silent Hill

The place
Ginza, Japan

The theme
The horror!

The vibe
With one eye on the budget, the PR department decided to do things on the cheap by putting out an ad for amateur lady-cosplayers to dress up as the Hill's psycho nurses…for free. The incentive? They got to keep their bloodstained linens after terrifying salarymen in Tokyo's business district. Meanwhile, back in the UK, Konami Europe did a similar thing by locking a bunch of journalists in a van and surrounding them with clawing, banging nurses. Aaah!

The effect
In America, a zombie outbreak would probably have had half the population running for their shotguns, but in Japan nobody really batted an eyelid.