What do San Francisco, Las Vegas, New York, London, and Paris all have in common? No, the answer isn't "they were all obliterated by the Reapers." Well, I guess technically that's correct, but it's not what I'm looking for.
Those five cities were all sites where copies of Mass Effect 3
were launched into space on board rickety weather balloons with GPS units attached so fans could track them and then theoretically get a hold of their copy early. I don't really know if any random fans got an early copy out of this or if it was just a media driven publicity event.
Either way, the stunt was sponsored by Project Aether. Based at the University of Houston, Project Aether seeks to promote accessible space exploration for high school and college students (by launching them on weather balloons, apparently).