"It will [violent metaphor] you." Mitch has seen one too many press releases, methinks.

"The lesson to be learned here is that when something screws with your careful plans, you take control of that thing, warp it to your every demand, and channel it into a concentrated stream of Awesome. That is how you do PR." Pretty much. Valve have handled this brilliantly - the achievement they awarded themselves being the icing on the cake - and not only have they been on-brand for a savvy, internet-enabled company, they've also been spot on-brand for TF2.

"Majini have gone through a small part of London, leaving behind a trail of remnant body parts from their victims. Find the bodies on the morning of Thursday March 12th and win a vacation to Africa." Um. Really not sure this is the best kind of live event, chaps.