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December 14, 2006
Sony Caught in Fake Blog Scandal

Yet another company has been found guilty of flogging or using fake blog's as a new way to market to consumers. The website under accusation, All I want for Xmas is a PSP, was found to be registered to Zipatoni, a PR firm that specializes in buzz marketing.

Sony confirmed on Wednesday that the site was used to target consumers interested in purchasing a PSP this holiday season. The blog launched at the end of November boasts five postings utilizing interactive media and millennial lingo to attract younger would-be PSP users. Comments were said to have filters for the words, "viral, advertising," and "campaign," making incredulous readers more suspicious of the site's motives.

Comments were disabled immediately after the site posted a confession of being developed by Sony.

"It boggles my mind how many mainstream marketers/agencies look at new marketing from the same one-dimensional, traditional, advertising based- and biased lens," commented Joseph Jaffe of JaffeJuice.com . "When you think about it, it's no wonder that the inevitable outcome every time is fakeness instead of authenticity."

Wal-Mart underwent similar controversy when Laura St. Claire and Washington Post photographer James Thresher's blog, Wal-Marting Across America, was found to be sponsored by the organization Working Families for Wal-Mart.

Just yesterday, the FTC cracked down on such practices, with a ruling that if marketers pay endorsers, this fact must be disclosed.

Note: At press time the Sony blog, allIwantforxmasisapsp.com, was not live.

WHITE PAPER LIBRARY

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