Retailers in Australia, anticipating the launch of the PlayStation 3 and hoping to acquire pre-orders, resorted to very devious marketing maneuvers to hide the fact that no PS3 systems were presently in-store.
Masked behind accompanying cardboard cutouts of PS3 displays were Xbox 360 systems running games that were displayed on nearby monitors.
Implications - When items such as new technologies are released in stores, many retailers are bombarded by consumers who can't wait to get their hands on hot new items. Some people even camp outside of the store before it opens in the morning. Creating an air of anticipation is important if stores want to sell out of the incoming products. Excited consumers tend to make for very happy customers.