Companies get involved in various humanitarian and ecological causes for various reasons; tax write-offs, good press, actual concern for the greater good and in some cases simple marketing. Activision Blizzard has sponsored the Edinburgh Zoo’s wolverine habitat for a year starting May 1st in celebration (and promotion) of the X-Men Origins: Wolverine game.

“What better way is there to pay homage to the mighty Wolverine by making sure his real life cousins are cared for during the next year?” said Aruna Sinha, senior brand manager of Activison. Reportedly the lead wolverine in the zoo has voluntarily changed his name to Logan in honor of the adamantium-skeletoned protagonist. I’m sure the discussion went something like this:

Activision Blizzard representative: Mr wolverine, in a moment I am going to be throwing a steak into your pen. If you agree to change your name to Logan, please devour the steak to indicate your consent.

I’m sure your imagination can fill in the sounds of a hungry animal wolfing down a big hunk of cow flesh. It’s an odd marketing technique, but I have to applaud the company for putting a chunk of marketing budget towards helping keep an endangered species alive instead of slapping up a few more billboards.