Undercover Marketing

Sony appears to have been caught with their marketing pants down and have agreed to settle a class action lawsuit about fake movie critics … OOPS! It’s important to mention that some marketing critics may consider this to be ‘undercover marketing’ … I would consider it to be termed more as ‘black hat marketing’. In undercover marketing, the goal is to get conversation started by simulating conversations — both positive and negative. Black Hat techniques tend to overstep the lines a bit … in this example: A critic identified as “David Manning of The Ridgefield Press” was quoted calling star Heath Ledger “this year’s hottest new star!” At the time, The Ridgefield Press, a small weekly newspaper in Connecticut, did not have a movie critic named David Manning, the lawsuit said.