There have been angry scenes between motorists at a petrol station which is giving away £20,000 worth of fuel.
Electronic Arts has taken over the Last Stop garage in Finsbury Park, north London, to promote the game Mercenaries 2: World in Flames.
By 0730 BST, more than 150 customers had taken advantage of the offer, which allows drivers to put up to £40-worth of fuel in their tanks for nothing.
The promotion will continue until the £20,000 of fuel runs out.
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And they were needed as tempers were starting to fray during the rush-hour.
'Genius idea'
A queue of about 30 cars snaked its way from the petrol station as more and more customers arrived for their free fuel.
Car horns sounded repeatedly as drivers on the other side of the road got snarled up in the congestion.
But customers filling up for nothing were very happy.
Prince Davis, 37, who queued patiently for a quarter of an hour for free petrol, said: "This is a genius idea, whoever thought of this should be promoted.
"I'll definitely be buying the game, you're never too old to play computer games."
Louise Marchant, from Electronic Arts, said the scenes of queuing mimicked aspects of the game.
She explained: "It's set in Venezuela, you play a mercenary and fuel is used as a currency."
But one local resident was less than impressed.
The woman, who did not wish to be named, said: "What an extraordinary thing to do, it's totally irresponsible. I can't believe they've been allowed to do it.
"This area is usually very quiet but look at it now, there's cars queuing everywhere. It's just creating unnecessary problems."
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(BBC)
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