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April 9, 2014

Jonathan Tobin: Why Did Kerry Lie About Israeli Blame?

Samuel G. Freedman: A resolution 70 years later for a father's unsettling legacy of ashes from Dachau

Jessica Ivins: A resolution 70 years later for a father's unsettling legacy of ashes from Dachau

Kim Giles: Asking for help is not weakness

Kathy Kristof and Barbara Hoch Marcus: 7 Great Growth Israeli Stocks

Matthew Mientka: How Beans, Peas, And Chickpeas Cleanse Bad Cholesterol and Lowers Risk of Heart Disease

Sabrina Bachai: 5 At-Home Treatments For Headaches

The Kosher Gourmet by Daniel Neman Have yourself a matzo ball: The secrets bubby never told you and recipes she could have never imagined

April 8, 2014

Lori Nawyn: At Your Wit's End and Back: Finding Peace

Susan B. Garland and Rachel L. Sheedy: Strategies Married Couples Can Use to Boost Benefits

David Muhlbaum: Smart Tax Deductions Non-Itemizers Can Claim

Jill Weisenberger, M.S., R.D.N., C.D.E : Before You Lose Your Mental Edge

Dana Dovey: Coffee Drinkers Rejoice! Your Cup Of Joe Can Prevent Death From Liver Disease

Chris Weller: Electric 'Thinking Cap' Puts Your Brain Power Into High Gear

The Kosher Gourmet by Marlene Parrish A gift of hazelnuts keeps giving --- for a variety of nutty recipes: Entree, side, soup, dessert

April 4, 2014

Rabbi David Gutterman: The Word for Nothing Means Everything

Charles Krauthammer: Kerry's folly, Chapter 3

Amy Peterson: A life of love: How to build lasting relationships with your children

John Ericson: Older Women: Save Your Heart, Prevent Stroke Don't Drink Diet

John Ericson: Why 50 million Americans will still have spring allergies after taking meds

Cameron Huddleston: Best and Worst Buys of April 2014

Stacy Rapacon: Great Mutual Funds for Young Investors

Sarah Boesveld: Teacher keeps promise to mail thousands of former students letters written by their past selves

The Kosher Gourmet by Sharon Thompson Anyone can make a salad, you say. But can they make a great salad? (SECRETS, TESTED TECHNIQUES + 4 RECIPES, INCLUDING DRESSINGS)

April 2, 2014

Paul Greenberg: Death and joy in the spring

Dan Barry: Should South Carolina Jews be forced to maintain this chimney built by Germans serving the Nazis?

Mayra Bitsko: Save me! An alien took over my child's personality

Frank Clayton: Get happy: 20 scientifically proven happiness activities

Susan Scutti: It's Genetic! Obesity and the 'Carb Breakdown' Gene

Lecia Bushak: Why Hand Sanitizer May Actually Harm Your Health

Stacy Rapacon: Great Funds You Can Own for $500 or Less

Cameron Huddleston: 7 Ways to Save on Home Decor

The Kosher Gourmet by Steve Petusevsky Exploring ingredients as edible-stuffed containers (TWO RECIPES + TIPS & TECHINQUES)

Jewish World Review

Missed marketing

By Randy A. Salas


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http://www.JewishWorldReview.com | (MCT) Viral marketing online can be highly effective when it works, such as the creepy "Is it true?" website for the 1999 film "The Blair Witch Project." But the cheap business practice of pitching products through ads disguised as innovative or funny content -- relying on word of mouth and forwarded e-mails to create exposure -- can backfire on companies when savvy Web users figure out what's really going on. Sony discovered that recently with its lame covert effort to hype the PSP. Let's review.

All I Want for Christmas Is a PSP

Site: www.alliwantforxmasisapsp.com

Premise: Charlie and Jeremy are trying to come up with clever ways to drop hints to Jeremy's parents that he wants a Sony PSP video-game system, so they've created a blog to share their tips "to help you wage a holiday assault on ur parents, girl, granny, boss -- whoever -- so they know what you really want." Their PSP-pushing ideas included a rap video posted on YouTube and a T-shirt iron-on transfer to print out.

Reality: Sony created the site to look like an independent blog to boost the image of its flagging PSP, which is a distant No. 2 to the hand-held Nintendo DS.

Oops: The site was registered to Sony's marketing firm, which anyone could see by looking it up. Some of the content was too slick to look as if an amateur had created it. The heavy use of Leet-Speak -- a shorthand language substituting symbols and numbers for letters that's popular in text-messaging -- was unbelievable.

Public reaction: "The sin isn't that Sony was doing viral marketing," razor150 said on Digg.com. "It was that it was completely lame viral marketing."

Company line: "Maybe our speech was a little too funky fresh???" Sony said in an apology posted on the site.

Fallout: Thousands of people were talking about the PSP, just as Sony wanted. Unfortunately, they were lambasting it in online forums, along with digs at Sony, its embarrassing "blog" and its poorly received apology. The "blog" was taken down last week, but the remnants of an archived version can be found at www.startribune.com/a2063.

More marketing missteps

Sony wasn't the first company to have a viral marketing campaign backfire. Here are others from this year.

Lonelygirl15: This YouTube user held fans rapt with video tales of her real-life dramas, attracting a total of 24 million views. Then it was revealed that Lonelygirl15 was the creation of two young filmmakers and that she was played by an actress. The character now has her own site (www.lonelygirl15.com) and has become a spokeswoman for an online U.N. antipoverty ad. Read more at Wikipedia (en.wikipedia.org/wiki/Lonelygirl15).

That Girl Emily: Emily started a popular blog (thatgirlemily.blogspot.com) chronicling her efforts to exact revenge on her cheating husband, including placing a derogatory billboard for him to see on his way to work. But Web users quickly noticed that the billboard was erected in several U.S. cities. It eventually was revealed to be an elaborate campaign to promote a private-eye show on Court TV.

Chevy Tahoe SUV: General Motors launched an online campaign allowing visitors to its website to create commercials for the Tahoe using premade video clips and effects, along with added text. People responded by creating and posting Tahoe ads that criticized Chevy or contained offensive comments. GM deemed the campaign a success, though, because traffic to its site increased.

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Randy A. Salas is a columnist for the Minneapolis Star Tribune. Do you have a favorite Web site or a question about how to find something on the Internet? Send a note by clicking here.



Previously:

H.G. Wells’ legacy endures
A quest for dragons
E-mails you've sent
In the news
It's free!
Websites that help you find books that are right for you
Coping with illness
Some serious face time
Some serious face time
In reply to your e-mail ...
Turn your handwriting into a computer-based font that will allow you to churn out homespun greetings
Music for everyone
'Elusive planet' can be viewed clearly from Earth with the naked eye
Central characters
E-mail @ 35
Idle chatter
Funny money
Classic artwork in motion
For an unusual Thanksgiving
Your slip is showing
Best of the worst
Test your mind power
Remain anonymous

© 2006, Star Tribune Distributed by McClatchy-Tribune Information Services.

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