"Speaking to Japanese magazine An-An (translated by Automation), Kojima recalled an on-the-ground marketing stunt that he and other Kojima Productions team members carried out in the streets of Tokyo, passing out Death Stranding 2-branded tissue packs that included a QR code for a rather cryptic trailer of the game. It's a campaign that might sound unusual to some, but passing out tissue packs was once a common advertising tactic in Japan, akin to advertising businesses on matchboxes."
"Kojima himself admitted that the practice was outdated, but the act of physically handing objects to people was in line with the themes of his game. Unfortunately for Kojima and his compatriots, no one was biting. "Hardly anyone was willing to take one. Even when I reached out, they wouldn't take it. They'd walk away without even making eye contact. Some even went out of their way to avoid us, as if they were walking around something dangerous," Kojima said."
Hideo Kojima and Kojima Productions handed out Death Stranding 2-branded tissue packs with QR codes linking to a cryptic trailer in Tokyo. The tactic mirrored a once-common Japanese advertising practice of distributing functional giveaways rather than disposable flyers. The team considered the approach outdated yet thematically consistent with the game's emphasis on physical exchange. Most pedestrians refused the packs, avoiding eye contact and deliberately steering clear of the promoters. The reaction reflects increased aversion to close contact after the COVID-19 pandemic and the dominance of digital advertising. Some passersby may also have lacked interest or chosen not to engage due to prior controversies.
Read at GameSpot
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