For anyone wondering what "viral" marketing might mean, I refer you to this website, a blog supposedly started by a guy trying to get a PSP for Christmas which was turned out to be run by a marketing company that had been hired by Sony. As the internet goes, it's a pretty old story - old enough that the original site is now no more, and the only reminders of its existence are the numerous posts on various forums and news sites and The Consumerist's archived copy, which is what the link points to.
The two videos are must-watch, although I'd say the site is really summed up by the post title, "don't just wear it – pwn it!!1!" There, encapsulated in a single sentence, is almost every single horrible internet cliche that marketing pricks could dig up. It's difficult to say which is sadder: the fact that people made this website thinking that it would work, or the fact that some other asshole paid them to do it.
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