Viral Video Grows Up

British marketer The Viral Factory helps companies overcome the misconceptions, and avoid the cardinal sins, of Web-based video advertising

It wasn't a very jolly holiday for Sony—at least in parts of the marketing department. Late last year, the consumer electronics giant promoted its PlayStation Portable game console with a blog and online video made to look like the work of genuine fans. After the campaign was exposed by bloggers as a marketing ploy, the company was subjected to a torrent of ridicule.

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