Fans Park a 'Save Mass Effect' Truck Outside EA HQ

Mass Effect fans have brought their campaign to Electronic Arts' headquarters, sending a truck emblazoned with the #SaveMassEffect message to the publisher's doorstep. The stunt is a physical extension of a grassroots push to protect BioWare and the sci-fi franchise it built, and it puts a visible face on fan concern about where the series goes next.

The timing is hard to miss. N7 Day, the annual celebration of the N7 designation that Commander Shepard carries, is observed each November 7, and fans have traditionally used it to show their devotion to the series. A vehicle parked outside a major publisher turns that enthusiasm into something much harder to overlook.

Fan campaigns like this are a familiar tactic in gaming. Petitions, hashtags and billboards have all been used to press publishers, and a truck adds a physical presence that aims to reach executives and passersby rather than only online audiences.

The item does not say whether EA has responded, and it does not quote EA or BioWare. Beyond the banner itself, what the campaign is asking for and how the publisher will react remain unconfirmed.