The lights are on
Controversial CampaignsWhen YouTube launched in 2005, it helped spark a firestorm of viral marketing. Sony wanted in on the action, so they hired an advertising firm called Zipatoni to create a website called “All I Want For Xmas Is PSP.” They wanted it to look like it was a fan-made site, featuring intentionally misspelled posts like the following:here's the deal::: i (charlie) have a psp. my friend jeremy does not. but he wants one this year for xmas. so we started clowning with sum not-so-subtle hints to j's parents that a psp would be teh perfect gift. we created this site to spread the luv to those like j who want a psp! consider us your own personal psp hype machine, here to help you wage a holiday assault on ur parents, girl, granny, boss — whoever — so they know what you really want. we'll let you know how it works for us. pls return the favor.They also treated us to this atrocious faked attempt at viral video:
In the UK, Sony advertised PSP with a series of posters that featured red lettering on a white background. One read "Take a running jump here," and was placed in London subway stations. Fearing it would inspire suicide jumps onto train tracks, transit employees covered them up with tape before Sony eventually brought them down.
Sony may have crashed and burned when it came to their viral marketing attempts, but surely they could handle standard TV ads...right? While not overtly offensive, many called out the commercials featuring squirrels and talking dust balls for sounding like racial stereotypes. Plus, there was the whole thing about the spots not being funny at all.