To help promote the game in the United Kingdom and other European countries, Eidos Montréal teamed up with the Irish convenience food company Kepak to hold a sweepstakes advertised on specially-marked boxes of Rustlers burgers and sandwiches until May 31, 2011. The winner and one guest of their choice would have the chance to go on "an action packed trip" to Detroit, Michigan, one of the cities where the game takes place. Rustlers' website promised: "Through a variety of exhilarating activities, you will experience the four skills that are essential to Adam Jensen's survival – combat, stealth, social and technology." It's not known who won the contest, but all entrants needed to identify the country Detroit is located in to qualify for entering. The full list of prizes included:

• Return flights to Detroit
• Five nights' accommodation at the MGM Grand Detroit casino resort hotel
• A three-hour long indoor paintballing session
• A self-defense tactical training session with a private professional tutor
• VIP entrance tickets to the now-defunct V Nightclub within the MGM Grand Detroit and £150 in spending money
• A rooftop dinner at the now-defunct Coach Insignia restaurant worth £100
• An Archos 5 tablet and a Flip HD camcorder