EA's 'booth babe' debacle

Electronic Arts.

And why not?

It’s a only a quick leap from sinner to winner, according to a rather questionable contest recently launched by the Redwood City-based gaming company at the recent San Diego Comic-Con, the largest comic book and popular arts convention in the world.

EA’s ploy — which has left more than a few saying "eww” — is awarding those who "commit acts of lust” with the booth babes promoting the game Dante’s Inferno. The debaucharous contest, aptly named Sin to Win, doesn’t directly tell participants to do much more than flash a smile with the babes for a photo sent to EA and stored away the memory for lonely nights in the future.

But can anyone be blamed for thinking acts of lust are not as chaste as a PG-rated photo opp? Acts of lust associated with the earning of profits (undoubtedly EA’s promotional goal) typically bring to mind a different type of encounter.

As deadly sins go, lust has the widest range of possibilities for acts of immorality, borderline lewdness and flashing by those generally low on the list of People The World Wants to See Naked.

Is it any wonder somebody could misunderstand — especially when the coveted prize advertised as a tattoo across a woman’s cleavage is a "dinner and a sinful night with two hot girls?”

This gives a whole meaning to the idea of gift bag booty.

In fact, the contest says to commits acts of lust with "any booth babe.” Apparently, EA thinks it’s more than just the pimp of the gaming industry if any woman working the show is up for grabs.

But those thinking they were going to get a high score of a different sort were left sorely disappointed.

EA soon realized its promotion condemned its reputation to an inner circle of hell among those who, strangely, don’t assume the realm of gamers and comic geeks extend beyond hormonally revved up straight teen boys. And as with all things techie, the company’s apology cam via Twitter. Had President Barack Obama gotten involved, the marketing team and the offended would have gotten together for a stiff drink at the White House.

Instead, the company simply sought to clarify the guidelines: "Commit acts of lust” is simply a tongue-in-cheek way to say take pictures with costumed reps. Also, a "Night of Lust” means only that the winner will receive a chaperoned VIP night on the town with the Dante’s Inferno reps, all expenses paid, as well as other prizes.

What? Since when is a lustful night chaperoned? And what exactly are these other prizes? The advertisement promises "the night of your life.” It’s hardly likely the winner thinks a few hours with the suit-and-tie set qualifies as a devilishly good time. Chances are they had a different, albeit literal, idea of a tongue-in-cheek experience.

According to EA, the company will highlight one of hell’s nine circles each month. Maybe they’ll have more success with sloth. After all, when the company advertises the chance to sleep with the booth babes, they’ll likely mean that literally.

Meanwhile, EA’s best work on restoring its halo. There might be lust in its heart but this latest marketing snafu left a minor nightmare on its hands.

Call it Dante’s Fiasco.

Michelle Durand’s column "Off the Beat” runs every Tuesday and Thursday. She can be reached by e-mail: michelle@smdailyjournal.com or by phone: (650) 344-5200 ext. 102. What do you think of this column? Send a letter to the editor: letters@smdailyjournal.com.