The Shrine

Sony is the best at marketing, but I think this one just went too far

http://www.gamespot.com/news/6163151.html

It's something to use what's going on as a way to market your product, it's another to pretend you're an actual person in an attempt to market your product with no indication that it's an ad.

Heh, that was as bad as the Youtube "Lonelygirl" thing that was meant to advertise an upcoming actress. Just as obvious =P

Though, unlike the Lonelygirl thing, this one got popular by being busted. It looks like it is quite counter-productive.