Kevin Butler: Director of Actually Selling PS3s

Hey, this Kevin Butler ad campaign for the PS3 is really working. Get this: At last week’s MI6 marketing conference,  SCEA’s marketing man Peter Dille said that purchasing intent for the PS3 is up 36 percent since the “It Only Does Everything” campaign started last year.

Dille also said that PS3 sales are up 184%, though that’s likely due to the price drop. He does say that “we know from research that consumers are more educated as well.” Was that all Kevin Butler’s doing?

Wait. What the f*ck is “purchasing intent” anyway? Sounds good, I guess. Who cares. Kevin Butler is making it happen somehow. He has made me giggle. For me, that doesn’t translate into “purchasing intent,” but I guess it did for that 36 percent.

Dille: “We kind of gotten back to our mojo with the sense of humor that people came to know and love with early PlayStation advertising. I think it’s just a more likable connection to the consumer.”

Sony’s ‘It Only Does Everything’ Campaign Paying Off [IGN]

Dale North