Gladys Santiago

Punky Pong: Defictionalizing a Fictionalized Product Displacement

Posted in Advertising, Branding, Marketing, Media, Product Placements, Television by Gladys Santiago on June 14, 2010

Punky Pong - Bones - The Gamer in the Grease
In the “Gamer in the Grease” episode of Bones, the team investigates the death of the only player known to achieve a perfect score on the game, Punky Pong.  When I originally watched the episode, I was struck by how it portrayed fandom and exhaustively the promoted the theatrical release of Avatar. Eager fans were framed as overzealous and even called “freaks and fanatics” by one of the characters (click here for a clip).  The inclusion of the subplot that consisted of characters waiting in line for Avatar tickets reeked of a poorly conceived synergy effort that would ultimately make the episode seem dated in reruns  (click here for more of my thoughts on movie product placements).

The “Gamer in the Grease” episode included several topics that deserve further analysis including the heavily featured Punky Pong game, which is an example of fictionalized product displacement.  The arcade game Bones examines is branded with an ape holding a paddle.  Punky Pong name itself is a sort of hybrid reference to Donkey Kong and PONG.  The actual purpose of the game is exactly like PONG where a player continually hits a ball back to the opponent.  Originally, Punky Pong only existed in the Bones world, but in effort to give its viewers a seen-on-TV experience, Fox launched it on its site after the episode aired.  A friend, and apparent Bones fan, informed me that Fox aired promos inviting viewers to visit Fox.com to play the actual game during the episode’s commercial breaks.

Fox essentially defictionalized Punky Pong and created a commodity to engage Bones viewers into the crime procedural’s world.  Punky Pong also allowed fans to engage with each other by spreading the game’s link and posting their high scores.  It also stimulated viewer curiosity–here, one inquires whether the game is real in which another viewer poignantly responds, “It is now. It didn’t exist before the Bones episode (Gamer in the Grease, Season 5 Episode 9) was created.”

I receive a lot of blog and Flickr hits from people searching for information regarding Alt World 2, a fictionalized Second Life-like game that was featured in a Ghost Whisperer episode.  Alt World 2 was never developed into an actual game or even a fan forum, but I get the sense that viewers would welcome and even appreciate playing once fictional games.  I think people enjoy the possibility of playing a game that they may already be familiar with in a new context that is established by a show they watch.  I track a lot of fictionalized brands for my product displacement blog, but never see search terms regarding whether Mapple, ScienceWater or Buy More actually exist.

Perhaps because games can readily be posted online, people assume games featured on shows are real.  In the case of Grand Theft Walrus, a fictionalized version of Grand Theft Auto where a walrus kills penguins, it only existed in The Simpsons world, but was then created by fans of the show.  Had Fox released GTW with Rockstar Games, it would have given game the authenticity to be rendered defictionalized, but instead the GTW game available online is stuck in the realm of fan fiction.

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