Marcus Rivers hates the iPhone. Sony got beef.

As part of what I’m researching for my wonderful digital marketing dissertation, I’m looking at YouTube channels and whether or not ‘community’ growth links to video popularity, and whether or not that links to good mojo for your brand. It’s quite complex.

One of the channels I’m studying is the MarcusPSP channel, a vehicle for Sony to promote their PSP that was introduced to the world by fictional Sony VP Kevin Butler at this year’s E3. This campaign/channel stars another character, teenager Marcus Rivers. In proper street accredited language, Marcus talks up the PSP, its games, and also criticises the iPhone on more than one occasion. I’ve counted four so far. Take a look at this video that was uploaded yesterday:

In it, Marcus denounces AppStore title Hold On! (or something similar) for being a boring game. Sure, it’s a boring game, which is why I’m sure Sony chose to comment on it, instead of the thousands of other decent games available through the AppStore.

Let’s look at another ad, which this time discusses Paper Toss.

This time, you’ll see Marcus ridiculing the app for ‘wasting his momma’s hard earned money’, and charging for a game you can play for free. This is naughty, especially since Paper Toss is a free app. Admittedly, following its success, the game’s designers, Backflip Studios, launched a new paid app, Paper Toss World Tour, which I’d imagine only reinforces the fact that the original was a decent game. It really was!

If we examine the construction of both of these ads, it’s easy to see that the ads are simply puerile eye-poking, criticising the iPhone as a gaming platform for the sake of, well, not being a PSP. This is similarly highlighted in the comments to these videos, which are mostly (especially in the former) Sony fanboys bashing Apple fanboys, and vice-versa.

If we were to take this a step further, what do these ads actually say about the PSP? Other than the fact that it’s a machine with a die hard, pre-pubescent fan following? The ads are both sharp in their condemnation of the iPhone platform, giving no firm reason as to why. Indeed, the only real reference to the PSP comes from a short montage of PSP games at the end of each video. I’d argue, then, that Sony’s time (and money) would be better spent talking about the merits of the PSP, instead of the apparent downfalls of everything else. This is malicious advertising at its worst.

What about brand messages, as well? This campaign makes me feel as if I’m too old for the PSP. Crikey! I’m only 22! I had my time as a fanboy (Nintend0 represent!) which was all well and good, but have since then moved on to a state of technological enlightenment. I think brands should celebrate what makes them different from each other. Instead, Sony are resorting poking fun at the iPhone, which is most likely an indication of who their biggest competitors are. This makes me sad, and at the same time, makes me want to stay away from the PSP.

What are your thoughts on the iPhone/PSP situation, and on Marcus Rivers? Do let me know. I’d love to hear from you.


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