pricey console mocked by YouTube clip

Corporate branding, meet YouTube.

As if things weren’t going badly enough for the PlayStation 3, which is in third place among the three new vidgame consoles, Sony is now the target of a YouTube video spreading like wildfire in the gaming community.

Video mocks the pricey device to the tune of “How to Kill a Brand,” a riff on the Fray’s “How to Save a Life.”

Along with visuals featuring embarrassing quotes by Sony execs (including one where a Sony spokesperson called Nintendo’s better-selling Wii “more of a novelty”), charts featuring the declining price of PS3s on eBay, and a store display in which an Xbox 360 is hidden behind a PS3 cut-out, the song excoriates Sony while praising competitors, especially the 360:

You make your console cost the most,

You beat your chest and proudly boast,

Despite no good exclusive games

You make a bunch of ridiculous claims

Then ignore our need to play online

Don’t make it fun like Xbox Live

Use Blu-ray, which I don’t need

Now you’re getting your ass kicked by the Wii

Of course, in an age of guerrilla online marketing, there’s no way to know if Microsoft had a hand in producing or promoting the video. But with more than 364,000 views after just a week online, the video is clearly adding to Sony’s vidgame woes.

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