These were the last words of Sony's viral-blog-gone-bad. The site is now suspiciously empty, showing how empty that apology/promise really was. Advertising Age did an interesting write-up on the whole ordeal, making note that the FTC is now taking steps to ensure that companies disclose the true nature of any viral communications they produce. The article has four things to learn from Sony's mistakes, and I found the following to be most important: "The consumer is smarter than you think, alternative marketing tactics must be genuine, authentic and in today's world, transparent." As Penny Arcade smartly noted, "The reality is that no agency can create viral marketing, this is the sole domain of the consumer."
Sony has to stop thinking we're idiots, and start treating us as educated consumers that know what we want. The homebrew community is a testament to that statement. Sony: listen to the gamers, read some PSP Fanboy and Joystiq, and figure out what we want.
Sega will be running a pricey viral ad campaign through Microsoft's Windows Live Messenger to promote its upcoming games: Sonic Rivals on the PSP and Sonic the Hedgehog on Xbox 360. One may notice that the PLAYSTATION 3 version of Sonic the Hedgehog is not mentioned. Just like Sonic and Silver pictured above, Sony and Microsoft are fierce rivals, and it appears that Microsoft wants no part in promoting Sony's next-gen platform. Of course, without a handheld gaming device from the Xbox folks (for now), it seems Redmond's empire is willing to litter your IM-ing experience with ads for the PSP Sonic.
Expect a full review of Sonic Rivals and a giveaway soon.
[Via Brand Republic]
The game itself looks interesting, but her obviously fictional blog does a poor job of getting me excited about the game. Also, I understand the game is releasing on Halloween, but in my opinion, the blog's focus on the supernatural doesn't seem to mesh well with the fantasy environment of the game.
[Update 1: YouTube video was removed, so I've updated it with a new video. Also, updated AdJab link.]