They were rewarding customers who stopped in long enough to look. Perhaps an advertisement would have pushed more TVs out the door (perhaps too many TVs) but now we have the buzz and people will be checking the site more often for "secret sales".Also, by not advertising the sale, Sony was essentially catering to customers who were ready to buy last weekend and ready to pay the full price they had expected to encounter, Baker said. "Seems to me they're just giving (customers) money that they didn't expect they would get. It's like handing out dollar bills to everyone that walks in the store. Why would you do that?"
Viral marketing can work ... sometimes it can just make you sick.