It takes more than just a simple press release to get a new game noticed these days, which is why THQ have gone a few steps further to publicize their upcoming Dawn of War II. They've taken a real British army FV432 tank into the workshop and are setting about modifying it into a life-size Rhino Space Marine transport vehicle from the Warhammer 40,000 universe.
Since the donor vehicle and the end product (seen above in just-about-easier-to-assemble model form) are actually pretty different in terms of shape, the project is going to involve plenty of welding and cutting. In the end, THQ are going to fill it full of high-end gaming rigs (though I wouldn't imagine all that many - tanks are deceptively small inside).
First step is recreating the drawbridge rear entrance and distinctive fenders; cue the heavy machinery. A few more images to be seen in the project Flickr gallery.