It’s a big week for video games, between the likes of Halo: The Master Chief Collection for Xbox One, Assassin’s Creed Unity for next-gen systems and PC, Assassin’s Creed Rogue for PlayStation 3 and Xbox 360, and a number of other titles. However, Blizzard is preparing its own holiday storm with the forthcoming expansion to World of Warcraft, Warlords of Draenor.

With this latest release due out on Thursday, the publisher has gone the extra mile with the game’s promotion. In addition to TV advertising taken from the incredible cinematics located below, it’s staged a special attraction right in the heart of Times Square in New York City to advertise the game.

A New York City cab is in the heart of the promotion, showing signs of being destroyed by the stars of the Draenor expansion. Both the hood and trunk are dented in, and a gigantic axe is buried right on top of the vehicle.

In addition to the cab, a sliced sign promoting Warlords of Draenor sits in front of the cab, and the entire area is surrounded by work poles and warning tape, which has the word “#Warlords” printed all across it.

It’s quite an eye-catching promotion, and pretty ingenious in fact, as photographers and tourists everywhere have stopped to snap a picture of the destruction, then hashtagging it “#Warlords” on their social media feeds.

Promotion for the forthcoming expansion is at an all-time high. It got big attention at Blizzard’s BlizzCon event over the weekend in Anaheim, and it’s also getting heavy promotion for its “level 90 increase,” which is being promised to all players who pick it up. Considering that World of Warcraft‘s subscriber count has dwindled a little bit, this is sure to bring quite a few players back into the fold.

Granted, they probably won’t take that cab…

Warlords of Draenor releases on November 13 for PC.