Trending PR Campaigns
PlayStation Used Game Instructional Video (2013)
In 2013 Sony published a short, tongue-in-cheek video demonstrating how to share physical PlayStation 4 games (spoiler: hand them to someone). The clip was clearly positioned as a cultural jab at Microsoft’s then-restrictive Xbox One policies and aimed to generate publicity and conversation rather than sell a product. It resurfaced in 2026 as fans mocked Sony’s later move to digital-only PS5 releases, highlighting the irony.
Why it worked: It weaponised a rival’s unpopular policy with a 21‑second visual gag, creating a sharable, quotable contrast journalists could headline instantly.
The lesson: Consider a one-shot, silent demo that flips a competitor’s pain point into an obvious win—film it on a phone, publish tomorrow.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| comicbook.com | PS4’s 2013 Game‑Sharing Clip Resurfaces as Fans Push Back on PlayStation Going Digital‑Only | Wednesday 1st July, 2026 |
| vice.com | One of PlayStation's Most Iconic Ads Has Backfired After 13 Years | Thursday 2nd July, 2026 |
| whathifi.com | Sony has waged war on physical media, and I think it’s terrible news for consumers and 4K Blu-ray alike | What Hi-Fi? | Thursday 2nd July, 2026 |
| metro.co.uk | ‘You've become the villain you mocked’ - PS5 fans slam Sony over classic video | Metro News | Thursday 2nd July, 2026 |
| metro.co.uk | Fans troll PS5 summer sale as ‘only renting’ games instead of selling them | Thursday 16th July, 2026 |