In order to celebrate today's release of Race Driver: GRID on the 360, PS3 and PC, Codemasters orchestrated a surprise visit to the Oxford Street branch of Zavvi, in London. At roughly 10am this morning, a group of anonymous, helmetted drivers pulled up outside the store, each in their own flashy BMW, and proceeded to walk into the store and purchase a copy of the game each, along with consoles to play it on.

The publicity stunt seemed to work a treat, as the group of journalists photographing the cars and drivers was soon outnumbered by a horde of punters taking their own photos and asking the drivers what the hell was going on. A group of construction workers from a nearby building site even downed tools to come over and see what the fuss was about. Mercifully, the police seemed to ignore the event - while we're sure that Codemasters can afford to pay the occasional parking ticket, we reckon that having all their BMWs clamped would've been an entirely different matter...