Sony Viral Marketing = FAILURE

[Jintor]

Sony has become the lowest of the low when its new viral marketing campaign to shore up sales of the PSP was exposed by members of the SomethingAwful community, this story being picked up by The Guardian and Gamespot.

Gamers across Web 2.0 are shaking angry fists at the latest alleged viral marketing campaign orchestrated by Sony. Piggybacking the YouTube bonanza, the company has hired "consumer activation" firm Zipatoni to create a false video-and-blogging approach to generate interest in their flagging PlayStation Portable handheld machine. The video/blog/ads featured people portending to be authentic PSP fans creating messages of love/want for the console, but were quickly uncovered by SomethingAwful.com's dedicated base as superficial facades shielding mouthpieces for the corporation.

In the past, Sony's award-winning PlayStation brand ads were celebrated for their creativity and innovation. Their recent campaigns, including an ill-advised series of graffiti art, suggests that they are having difficulty getting a handle on the bottom-up, community driven opportunities made possible with social software.

 

[hungryduck]

once again - sony blunders.
what else is new......

 

[Absinthe]

Unbelievably lame.

I really have to question what's going on in Sony's head at this point. It's like they're operating some kind of homegrown Retard Farm, picking the ripest crops to make decisions for them.

 

[-Psy-]

Wow. I have no idea what happened to Sony over the past few years.

....and now there are rumors that the European PS3 may be delayed(!) again!

 

[Naudian]

M-m-m-m-m-m-MONSTER FAIL Fail fail fail...

 

[Zephos]

gg Sony.

 

[Maxi]

Hahaha sony fails

 

[$kelet0r]

Yay!

 

[Darkwolf]

Sony fails, AGAIN.

 

[kupocake]

Never thought i'd see the day when Sony had to invent its own zealot fanboys to help spread the lurve for their products. Or perhaps they can no longer rely on the diehards because no one takes them seriously anymore...

 

[Insano]

**** Sony?

 

[TCfromBN]

F*ck sony...

 

[Stigmata]

What sea said. Only I also boycotted EA and Wal-Mart.

I might not even go and see Spiderman 3.

 

[Kyorisu]

All viral marketing fails, heck marketing in general fails.

 

[Maxi]

All viral marketing fails, heck marketing in general fails.

Actually it doesn't. And this didn't techincally fail either. Think about this thread, how many heard about the PSP now, and what it costs? eventhough it's negative publicity it still sticks in your head, and if you're not that techincally savy you might consider buying one for a relative or such for christmas. Many fewer people would have heard about this had it "succeeded" so to say. Now it made news headlines.


Marketing works.

 

[Warbie]

 

[Stigmata]

Actually it doesn't. And this didn't techincally fail either. Think about this thread, how many heard about the PSP now, and what it costs? eventhough it's negative publicity it still sticks in your head, and if you're not that techincally savy you might consider buying one for a relative or such for christmas. Many fewer people would have heard about this had it "succeeded" so to say. Now it made news headlines.


Marketing works.

Except in my case, the only viral marketing I'm doing for Sony is spreading awareness of Sony's marketing bullshit and how much I think the PSP still sucks just as much as when it came out.

 

[Combine Hybrid]

Except in my case, the only viral marketing I'm doing for Sony is spreading awareness of Sony's marketing bullshit and how much I think the PSP still sucks just as much as when it came out.

touch

 

[Combine Hybrid]

Except in my case, the only viral marketing I'm doing for Sony is spreading awareness of Sony's marketing bullshit and how much I think the PSP still sucks just as much as when it came out.

touche.

 

[Solaris]

Actually it doesn't. And this didn't techincally fail either. Think about this thread, how many heard about the PSP now, and what it costs? eventhough it's negative publicity it still sticks in your head, and if you're not that techincally savy you might consider buying one for a relative or such for christmas. Many fewer people would have heard about this had it "succeeded" so to say. Now it made news headlines.


Marketing works.

Not at all.

Negative effects of advertising can ruin companies.

 

[JoeCLawrence]

Not at all.

Negative effects of advertising can ruin companies.

As long as people remember the PSP exists, they will buy it. Sure people think that Sony is retarded, but a consumer who thinks you're stupid is better than a consumer who doesn't even know you exist. The sole purpose of advertising is attention, and articles about it are definitley good. Sony is like a little child being annoying for attention, any kind will do.

 

[Absinthe]

Contrary to what you think, there is such a thing as bad press. The kind that soils your brand name and actually makes people want to steer away from your products. While it does register you into public consciousness, having people think you're a deceptive retard can't be anything except counter-productive.

 

[Thadius Dean]

M-m-m-m-m-m-MONSTER FAIL Fail fail fail...

 

[JoeCLawrence]

Contrary to what you think, there is such a thing as bad press. The kind that soils your brand name and actually makes people want to steer away from your products. While it does register you into public consciousness, having people think you're a deceptive retard can't be anything except counter-productive.

Yes there is, but Sony's marketing right now is hardly hurting it with most people. Sure plenty of people will complain on the internet, but the internet is not very representative of actual public opinion. Most people probably won't care. Sony's advertising campaign in general is pointed towards drawing in casual gamers who don't make stalking internet sites their lives, and haven't really heard about the incredibley large number of stupid things they've done. People will think, "hey a Playstation thing, my PS2 is cool maybe that will be too!" I wouldn't even be surprised if most people don't even associate Sony with the Playstation branding.

 

[Absinthe]

Joe, please explain to me how being stupid draws in casual gamers. Explain to me, in detail, how something like this actually benefits Sony other than "Well, now people talk about us!".

The idea that bad press is good press is such bullshit. Nobody gets ahead in life by having people think they're shifty bastards.

 

[JoeCLawrence]

Joe, please explain to me how being stupid draws in casual gamers. Explain to me, in detail, how something like this actually benefits Sony other than "Well, now people talk about us!".

The idea that bad press is good press is such bullshit. Nobody gets ahead in life by having people think they're shifty bastards.

Maybe I didn't get the point across correctly. Not everyone thinks like you (or is smart enough to realize Sony is full of shit), they won't think Sony's some evil company out to get them. And even if they do, people will still buy things because of hype (which comes from advertisements, and stupid people).Not enough people care about shifty advertising to off set the number of people suckered in by it. If you ask me, Sony's missteps have not been marketing related.

 

[Tollbooth Willie]

Lol phaillus.

 

[Adrik_Senturu]

All viral marketing fails, heck marketing in general fails.

You've obviously never head of Ilovebees :O

 

[Stigmata]

Maybe I didn't get the point across correctly. Not everyone thinks like you (or is smart enough to realize Sony is full of shit), they won't think Sony's some evil company out to get them. And even if they do, people will still buy things because of hype (which comes from advertisements, and stupid people).Not enough people care about shifty advertising to off set the number of people suckered in by it. If you ask me, Sony's missteps have not been marketing related.

I think, however, that it's safe to assume that anyone who would have had their opinions swayed by Sony's fansite guerilla marketing would also come across another website (or two, or twenty) announcing the fact that that site was a ruse.

Then, some people who learn about this (like me) will go out of their way to draw this to everyone's attention, tarnishing the brand names and power of Sony and the PSP.

[edit] Also, to clarify: This is "guerilla" marketing, an intentionally deceptive vehicle for pushing a brand name into the minds of consumers. "Viral" marketing, which is NOT what Sony got busted for here, is a method of marketing that is minimalist in nature and heavily encourages (and effectively relies on) people "passing along" what they see, hear, or read.

 

[Absinthe]

Maybe I didn't get the point across correctly. Not everyone thinks like you (or is smart enough to realize Sony is full of shit), they won't think Sony's some evil company out to get them. And even if they do, people will still buy things because of hype (which comes from advertisements, and stupid people).Not enough people care about shifty advertising to off set the number of people suckered in by it. If you ask me, Sony's missteps have not been marketing related.

Well, it's a given that most people will never hear or care about this. I never argued otherwise. What I'm saying is that, with this exposed as deceit, they only stand to lose customers. There's no way you can construe this as something providing incentive to purchase a PSP.

The grand majority that don't care at all will be unaffected.
But the potential customers that do care will only want to distance themselves.
Hence why I don't hold any credence in "bad press is also good press".

 

[JoeCLawrence]

I think, however, that it's safe to assume that anyone who would have had their opinions swayed by Sony's fansite guerilla marketing would also come across another website (or two, or twenty) announcing the fact that that site was a ruse.

Then, some people who learn about this (like me) will go out of their way to draw this to everyone's attention, tarnishing the brand names and power of Sony and the PSP.

[edit] Also, to clarify: This is "guerilla" marketing, an intentionally deceptive vehicle for pushing a brand name into the minds of consumers. "Viral" marketing, which is NOT what Sony got busted for here, is a method of marketing that is minimalist in nature and heavily encourages (and effectively relies on) people "passing along" what they see, hear, or read.

Yeah, my argument might not really work for this particular marketing campaign, particularly since its an internet campaign and people have to sort of go out of their way to notice it. Campaigns like this don't really reach all that many people anyway, so it seems like a big desperation move.

BTW, am I the only person who thinks that viral marketing is really more fan service that actual advertising anyway? It's like a politician trying to "motivate the base." They're really just hyping up fans.

 

[<RJMC>]

next they will hire hookers to adverstise the psp whit theyr clients

"1 hour in the ass 500 2 hours 2000,also I sell this portable stuff, I dont know what it is but a asiatic was begging me to sell it for him and I will got 1000"

 

[kupocake]

next they will hire hookers to adverstise the psp whit theyr clients

Viral Marketing wouldn't be new amongst the Prostitution industry

LUCIO
Behold, behold. where Madam Mitigation comes! I have purchased as many diseases under her roof as come to--

Second Gentleman
To what, I pray?

LUCIO
Judge.

Second Gentleman
To three thousand dolours a year.

First Gentleman
Ay, and more.

LUCIO
A French crown more.

First Gentleman
Thou art always figuring diseases in me; but thou
art full of error; I am sound.

Thread needed more Shakespeare.

 

[Fliko]

That Marketing Companies website Sony hired almost made me commit suicide it was so bad

 

[Javert]

Viral Marketing wouldn't be new amongst the Prostitution industry

Thread needed more Shakespeare.

Stop going on the forums and write your paper.

 

[Krynn72]

I love my sig. It pretty much sums up the entire gaming industry.


*talking about last line... the classroom murder isnt part of the gaming industry!*

 

[Jintor]

[edit] Also, to clarify: This is "guerilla" marketing, an intentionally deceptive vehicle for pushing a brand name into the minds of consumers. "Viral" marketing, which is NOT what Sony got busted for here, is a method of marketing that is minimalist in nature and heavily encourages (and effectively relies on) people "passing along" what they see, hear, or read.

Apologies, if a passing mod comes by please change the threadname from Viral to Guerilla. Also, ***k Sony, I'm not touching their shit with a 5-metre long pole anymore.

There is bad marketing, and then there is Sony - the Kings of Generalised Stupidity.

 

[Iced_Eagle]

I might not even go and see Spiderman 3.

You lie!

Either way, sucks for Sony... Don't try to fool us Web 2.0 people cuz we are teh smartiez or else w'ed bee stuck in Eye-raQ or zo sayz John Keri! :sniper:




But seriously, Sony is trying to adapt to the times, and they are failing hard... They are not exactly a "mobile" company that can adapt to new situations easily. From what I've read, their corporate structure sucks, and everyone is used to "tradition" which is why Sony's pretty much been doing the same thing for so long, and now that they want to try something different they can't.

This is why I like Microsoft... Even though they are large, they can adapt very easily to new situations and excel at it.

*Edit* Anybody notice the site is now off line? Is it possible that the site was just so bad they decided to take it off line? That's my guess...Either that or it's just maintenance down-time.

 

[Absinthe]

If it's been completely pulled by Sony, good. The last update pretty much acknowledged that they were busted and seemed to offer an apology of some sort, but it really didn't smack of anything sincere. It was like they were brushing it off as a little game. Trying to put a light-hearted spin on it.

 

[Fliko]

Also, to clarify: This is "guerilla" marketing, an intentionally deceptive vehicle for pushing a brand name into the minds of consumers. "Viral" marketing, which is NOT what Sony got busted for here, is a method of marketing that is minimalist in nature and heavily encourages (and effectively relies on) people "passing along" what they see, hear, or read.

Viral Marketing (ARGs) can be low budget to, which is pretty much the line you made between Viral and Guerilla marketing.

Sony did this by using the idea of an existing social network, (Youtube) just basically recreating it and putting in biased videos of one of their products.

What Sony did is Viral Marketing, not Guerilla Marketing