Editorial: Why Sony has done everything right Nick Butler, June 17, 2009January 16, 2010 If you haven’t read it yet, I suggest you check out Matt’s article entitled “Why can’t Sony do anything right?“. Now, as I do respect Matt’s opinion, I would just like to take a few minutes and explain why he’s wrong. Now even though I think Matt is wrong about his overall view, he does have a few facts in his article, and I’ll start there.The ugly truth is Sony has handled the ARG (Alternate Reality Game) side of District 9 pretty badly. They began it back in August 2008 by launching MNUSpreadsLies.com, D-9.com and MultiNationalUnited.com. At first I was crazy about it. I read everything I could on all the websites and then I waited. Waiting days turned into weeks, which turned into months. I would actually play off the lack of updates by saying “Well, it comes out in August ’09, so don’t be worried . . . soon enough we’ll be searching away”. Soon enough came 6 months later.Now, that’s the bad side of District 9. What you need to know, and what Matt neglects to make his point, is that a viral campaign consists of many aspects- videos, websites, signs, etc. An ARG is only one part of the viral. District 9’s ARG is weak and there’s no denying that, but their viral campaign is tremendously good.Sony has billboards up in major cities and other advertisements likewise, and that is what I consider to be the essential aspect of a viral campaign. Sony also does break the fourth wall (meaning they reference reality – that it’s a game – within their game) on every website. Although I don’t agree with it, I understand why Sony did it. When they released the first trailer they put the website “D-9.com” on it. Had they not broken the fourth wall, everyone going to D-9.com would’ve been confused out of their mind.Matt continues on by bashing the Angels and Demons viral campaign, which in my opinion wasn’t much of a viral campaign so I wouldn’t have bashed it as such. Then he moves on to 2012, a movie which is releasing in November. Matt complains about the lack of updates with District 9, but then he bashes 2012’s campaign . . . which was updated almost weekly (although ironically its in a lull). He also neglects to mention the very well designed websites both the District 9 and 2012 ARG’s include, they’re beautifully done. And Matt, wait until the movie comes out before you start complaining about the plot. Who knows how they’ll keep people alive, why don’t you wait to find out.In the end, Matt says he’s bashing Sony’s viral campaigns, but he’s not, he’s bashing their ARGs. He neglects the positive points to show you the negatives.Dear Matt, Go take a walk in a garden and look at the more beautiful things in life. With love, Nicholas S. ButlerNicks final thoughts… While it is true Sony has some problems operating ARG-style websites, their viral campaigns are working. I mean, why else would the L.A. Times be writing a story on it. Billboards and other signs gets people talking, hence, viral campaign. Oh yeah, follow me on twitter! Viral Marketing
Late Night Feud Is Viral Gold, But Could End Today! January 16, 2010January 16, 2010This is starting to become a daily update. Yet another night of talk shows have gone by, and yet another night of great moments worth watching (see them all over at Gawker). If you haven’t heard, Conan O’Brien looks to be leaving NBC after the network decided to cancel Jay… Read More
Exclusive: We Help “Find Me Event” Unleash Their Abduction Video October 14, 2011October 14, 2011A few months ago we did an article on Find Me Event, the ARG where you, the viewer, takes part in locating a prisoner locked away by the evil Architect. This past week we gave you guys even more information with a promise that something big is right around the… Read More
“Chronicle” Viral Sends People Flying Over New York City Skyline January 30, 2012October 7, 2013It’s a bird! It’s a plane! It’s Supe- nope, it’s a plane. Or is it? The found-footage film, Chronicle, opens this Friday and to get people even more excited, a viral marketing campaign started over New York City and parts of New Jersey that will make you think you’re seeing… Read More