The Many Deaths of Lord/General British
Richard Garriott has always had an in game avatar that he uses to appear to players in game, including the General British version in Tabula Rasa. ComputerandVideoGames.com has a fun feature up outling the various Garriott games, and how the players have tried and succeeded in doing him in. Included, of course, is the infamous Kill British Day that was held during Tabula Rasa beta.
Tying into the history of British-killing, and to round out the beta, the Tabula Rasa team had an event where players got bump to off General British. But while the Ultima Online assassination was done by one man, this was a more messy affair, with no one sure who laid the killing blow.