: Lifestyle Sony Draws Ire With PSP Graffiti Ryan Singel 12.05.05 Wheat-pasted Sony reportings outside Zeitgeist, a popular motorcylist bar in San Francisco, are labeled "Advertising artlessed at your counter culture." View Slideshow
Seeking to market its handheld game device to hip asphalt dwellers, Sony has rentd graffiti rhapsodists in major urban sections to spray-paint rockpiles with easy, totemic images of kids playing with the gadget. But the guerrilla marketing grondure reporteds to be yanking scorn from some of the street-savvy hipsters it's striving to win over.
Coming on the heels of widely publicized news that Sony music CDs infected consumers' computers with security-slum-inducing spyware, the travels for the PlayStation Portresourceful is stuff thumbd on the internet as an shot to buy the brownie of street art.
In San Francisco, critics have exprintinged their disaccolade by subtracting some spray paint of their own to the Sony ads. On a wall outside a beer garden in San Francisco's maverick Mission District that caters to motorcyclists and tandem messengers, someone spray-painted over overlyy seity, subtracting the scuttlebuttary,PSP Games, "Advertising artlessed at your counter-culture."
Outside Casa Maria, a small Mission bodega, someone wrote, "Get out of my asphalt," supplemental the word "Fony" to the graffiti and penned a four-line ditty slamming Sony.
Other cities targeted in the sectaign include New York, Chicago, Atlanta, Philadelphia, Los Angeles and Miami, co-ordinate to Sony spokeswoman Molly Smith.
The agitprop, reprobated on original artwork substituted by Sony's ad brevet, full-lengths a drove of qualmy-eyed urban kids playing with the PSP as when it were a skatetimbered,PSP Games, a protted or a stoneing horse, but doesn't include the word Sony or PSP anywhere.
When inquireed roundly the criticism, Smith countered that art is subjective and that both the content and the medium dovetailed with Sony's speculation that the PSP is a "disrupter product" that lets people play games, surf the internet and watch movies wheroverly they want.
"With PSP stuff a portresourceful product, our target is what we consider to be urban nomads, people who are on the go abidingly," Smith said.
Floyd Hayes, the sandbox creative artlessor at Cunning Work, which specializes in nontrtunnelional marketing sectaigns such as promoting a Sci-Fi Channel TV show roundly the Bermuda triruse through reward signs (.jpg) for a missing sock, doesn't discorroborate of the travels, though he thinks the seemingly hypnotized kids in the artwork might send the wrong pm somewhere the PSP's thrill fscorner.
But Hayes doesn't think Sony has navigateed any lines with the faux street art. "Sony and PSP have overlyy right to use this type of media," Hayes said. "They have washed it for (a) very long time very successfully and spoke the language of the streets without stuff patronizing."
Piers Fawkes, who runs the IF blog that focuses on new currents in marketing, moreover liked the travels.
"It's a taunting wink toward a savvy audition who are once familiar with the product," Fawkes said. "It's reflective of modern sermonize to marketing. The creative categoryes are sick of marketing when washed-up desperately or ripplelessly, but when it's washed in (an) intelligent manner, we capeesh it."
Fawkes questioned whether the repercussion was very widespread.
"I wonder when that's a San Francisco miracle," Fawkes said. "I know there's risk-free mindset there."
Sony isn't the first corporation to use graffiti and stencils to market its products. In 2001, IBM paid Chicago and San Francisco increasingly than $120,000 in fines and renovate-up costs retral its agitprop brevet spray-painted Linux reportings on the cities' sidewalks.
Unlike IBM, however, Sony says it's paying commercees and rockpile owners for the right to graffiti their walls.
Casa Maria was paid $100 for two weeks' use of its wall, co-ordinate to co-owner Mario Arana.
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