[arg_discuss] Sony's PSP viral marketing efforts

[Yang]

As a followup it seems Sony has apologised. If one can call it that. They
didn't even use the word 'sorry'.

http://alliwantforxmasisapsp.com/blog/
http://www.kotaku.com/gaming/sorry/sony-fesses-up-on-viral-site-221598.php

The apology almost sounds like part of the original plan. I wouldn't be
suprised if it was, as they've driven many people to their site. The media
exposure has been far greater than if they just launched a regular PSP site.
Crafty marketing? Probably. I can imagine for every person offended by this
campaign, there are others who respect or are even impressed by the
techniques employed (and even feel special/intelligent that they 'get it'
whereas others haven't). It's all about perspective.

Like ARGs, most consumers/players will never know the truth behind it all. I
guess that's half the fun and anticipation. There are a lot of similarities
between this kind of marketing and ARGs, as have been pointed out
previously. It seems there is a lot to learn and share. Whether it's
right/moral for ARG developers to indulge in such things comes down to
personal/team values.

But in the end, if you've reached and retained enough of your target
demographic (and they enjoyed it), is it a success and should it continue...
no matter which techniques were employed or how many 'others' were
offended/repelled/lost in the process?




On 12/14/06, Christy Dena <cdena at cross-mediaentertainment.com> wrote:

>

>

> Although I've enjoyed the resulting conversation very much, I want to

> clear

> up that I didn't mean the www.badviralmarketing.com site should be put up

> by

> the ARG community and advertised as such. I just meant 'we' in a casual

> sense. :)

>

> -----Original Message-----

> From: arg_discuss-bounces at igda.org [mailto:arg_discuss-bounces at igda.org]

> On

> Behalf Of Brian Clark

> Sent: Thursday, 14 December 2006 3:02 AM

> To: 'Discussion list of the IGDA ARG SIG'

> Subject: Re: [arg_discuss] Sony's PSP viral marketing efforts

>

> Doesn't that seem a little out-of-scope for the ARG community?

>

> -----Original Message-----

> From: arg_discuss-bounces at igda.org [mailto:arg_discuss-bounces at igda.org]

> On

> Behalf Of Mark Heggen

> Sent: Wednesday, December 13, 2006 10:50 AM

> To: Discussion list of the IGDA ARG SIG

> Subject: Re: [arg_discuss] Sony's PSP viral marketing efforts

>

> I think Christy is right-on with the counter campaign site idea. it

> could function as both a check-list of current viral marketing

> campaigns ("hmmm, this video has some pretty high-quality post

> production for something a group of 12 year-olds supposedly put

> together. I better check with www.badviralmarketing.com and see who is

> behind it.") and also as a "hall of fame" for the worst of the worst.

>

> it seems like once people figure out they have been tricked, they are

> usually pretty fired up and willing to vote, describe, complain and so

> on. all we need is a central clearinghouse for that disgust.

>

> _mark

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