Sony faked a PSP fan site in an attempt to market its already popular portable.
Implications - The site in question was called "AllIWantForXmasIsAPSP.com" and was supposedly made by two random friends. The site had downloadable PSP cards, t-shirt transfers and a YouTube video that had one "fan" freestyle rapping about the faming console.
Unfortunately for Sony, the sham website was discovered to be run by them and not by genuine fans of the product. They finally confessed that the "user-generated" website was a part of "a marketing campaign designed to promote the PSP run-up to Christmas." Authenticity falls apart when everyone finds out you're faking it.
Hopefully Sony learned a lesson about pulling the wool over consumer's eyes.