Sony Flogs for the PSP
Social media, blogs, You Tube: that’s where the traffic it, where real life can be found instead of just marketing messages. And the advertisers know this, so obviously want to put their marketing messages there. I’ve recommended using these tools, they work if used right. But you have to use them with honesty and respect. And fake blogs, set up by agencies or companies, trying hard to be ‘real’ are not respectful.
There’s a careful line you have to draw when using these tools to create a brand story - character blogs and content are fine if you acknowledge that they just that. Marketing character. You should not underestimate the audience’s ability to suspend belief and go with it, nor should you underestimate their ability to find you out when being dishonest.
And that is what Sony did with a new viral campaign for the PSP. Zipatoni was hired to do something to promote the handheld-console and developed a YouTube video (since removed from the site) and a blog from Charlie and Pete, who just wanted a PSP for Christmas. Not too bad so far, but compounded by messageboard and blog comment postings pointing to the video to drive up viewings, all without acknowledgement that this was marketing. Two weeks later, the cat is out the bag and Sony have pulled the videos and stopped posting to the blog. But by closing comments at the same time they’ve continued to disrespect the audience by not allowing a debate on the matter.
Lessons here:
- don’t create fake people and astroturf campaigns. Acknowledge what you are doing is marketing and let people go with it.
- If you make a mistake anyway, apologise (which Sony did) but don;t just shut down the conversation on your turf. It’ll carry on anyway and it’s better to be part of it.
- Don’t underestimate your audience. We can still believe even when we know it is marketing.
For more information see VideoGamesBlogger and Media Post.
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POSTED IN: Fake Marketing - flogs and splogs, Viral Marketing
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