[arg_discuss] Sony's PSP viral marketing efforts

[Christy Dena]

Or we could start a counter campaign website -- www.badviralmarketing.com --
and let people to vote for viral campaigns they participated in but hated...

Christy

-----Original Message-----
From: arg_discuss-bounces at igda.org [mailto:arg_discuss-bounces at igda.org] On
Behalf Of Tom Ohle
Sent: Thursday, 14 December 2006 2:21 AM
To: 'Discussion list of the IGDA ARG SIG'
Subject: Re: [arg_discuss] Sony's PSP viral marketing efforts

While I agree that this campaign is one of the best examples of horrible
viral marketing I've seen (shame on you, Sony), I think the best way to get
companies to stop doing this is for fans to stop visiting the sites. This
campaign quickly became the hottest topic on a huge number of message
boards. Zapatoni - or whatever the marketing company is called - will write
up their "case study" (see their website for previous "examples" and
proclaim that they "drove more than 10 billion people to the site!"

To them, and possibly to Sony, it will be seen as a success; for as much as
they claim to understand their audience, the fact that they've done more bad
than good for the brand will go unnoticed. They'll just see it as a massive
amount of publicity.

If fans continue to hype these campaigns to hell, marketers will keep
running them.

Tom Ohle
Evolve PR

-----Original Message-----
From: arg_discuss-bounces at igda.org [mailto:arg_discuss-bounces at igda.org] On
Behalf Of Adam Martin
Sent: Tuesday, December 12, 2006 9:26 PM
To: Discussion list of the IGDA ARG SIG
Subject: [arg_discuss] Sony's PSP viral marketing efforts

Interesting as possibly the opposite end of the spectrum from a
well-crafted ARG: Sony has been running fake blogs with appallingly
crummy efforts at writing in "street". As one of the commenters wrote:

"I love bees. Yo what is up. Hello to Sony. I'm just testing this out
to see if it will run through a filter and retard my comments. This is
pretty funny. How desperate Sony must be to invent this Web site."

http://www.ukresistance.co.uk/2006/12/sonys-latest-internet-lie-blog-goes.ht
ml
http://www.ukresistance.co.uk/sonylieblog/default.aspx.htm

One thread that keeps coming up in various forms on different
community news sites is that people wish marketers would cease and
desist from this, that they feel their intelligence is insulted, and
that such campaigns should be compulsorily marked with "This is an
advert" (which in some jurisdictions is already the case e.g. with
full page print adverts).

Adam
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