Sony Playstation Case study DEAR PLAYSTATION: THE KEVIN BUTLER STORY by Deutsch Inc., Deutsch Los Angeles

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Industry Video Games/Consoles
Media Case study
Market United States
Agency Deutsch Inc.
Art Director Ryan Dickey, Bernie Odowd
Producer Scarlett Butler, Todd Krolczyk, Jim Haight
Agency Deutsch Los Angeles
Released June 2010

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Mar 1 2010
Entry URL:
Group Creative Director: Jason Elm (Deutsch LA)
Group Creative Director: Michael Bryce (Deutsch LA)
Copywriters: Josh Fell / Jeff Candido (Deutsch LA)
Art Directors: Ryan Dickey / Bernie O'Dowd (Deutsch LA)
Director of Integrated Production: Vic Palumbo (Deutsch LA)
Director of Broadacast Production: Victoria Guenier (Deutsch LA)
Producers: Jim Haight / Todd Krolczyk / Scarlett Butler (Deutsch LA)
Media placement: PS3 Hardware TV Campaign - 6 Spots - Network / ESPN - January 7, 2010
Media placement: PS3 Software TV Campaign - 8 Spots - Network / ESPN - February 26, 2010
Media placement: Playstation Move Launch TV Campaign - 4 Spots - Network / ESPN - September 9, 2010
Media placement: Playstation Move Launch Twitter "90 Days With The Maguires" Campaign - - September 9, 2010
Media placement: Playstation Move Launch Websites - 1 Hub With 9 Minisites - - September 9, 2010
Media placement: @TheKevinButler Twitter Account - 1,750 Tweets - - January 7, 2010
Media placement: KevinButlerVP YouTube Channel - - March 16, 2010
Media placement: Long-Form Web Video - 2 Videos - - March 16, 2010
Media placement: The Kevin Butler SHAFT Method Web Series - 7 Videos And Instructional Materials - - March 11, 2011
Media placement: 2010 E3 Keynote Speech - 2010 E3 Expo - June 15, 2010

Describe the campaign/entry
Once the leaders of the video gaming industry, PlayStation lost it’s way with the launch of the PS3. Seen as arrogant and out of touch, they needed a way to win back the hearts of gamers and remind them of what they liked about PlayStation in the first place.
Enter Kevin Butler, fictitious Vice President of Everything PlayStation. With his trademark comedic wit, over-the-top dramatic flair, and arsenal of sharp neckties he reached out to gamers and non-gamers alike across all media platforms – television, social media, long-form web videos, digital display, PR, live speaking engagements, out of home, and even in-game-playable characters.

Describe how the campaign/entry was launched across each channel in the order of implementation
The PlayStation Kevin Butler campaign kicked off on television, with 18 TV spots – both hardware and software focused – released over the year.
We quickly implemented our plan to make Kevin Butler real in the hearts and minds of gamers.
We used social media – initiated an ongoing Twitter campaign that has made KB the most followed advertising character ever (80,000 followers and counting), gave Kevin his own YouTube channel with nearly 30,000 subscribers, and used them to launch a series of successful long-form web videos.
We then took KB to the people, with outdoor boards and a surprise live appearance that stole the show at the 2010 E3 Expo. He conducted print and television interviews, disarmed an international crisis with New Zealand, became a playable character in three separate games, and even created a sandwich that became an internet sensation.

Give some idea of how successful this campaign/entry was with both client and consumer
With the launch of the Kevin Butler campaign PS3 hardware units sold rose 70%, over 60% higher than industry analysts projected. In addition, software units sold are up 31%.
More importantly, PlayStation went from a company seen as "arrogant" and "out of touch" by gamers to one that recaptured their hearts and affections. As one of Kevin Butler’s 80,000 Twitter followers said "THIS IS AWESOME!!! Playstation is back. Thank god. The arrogance is gone. We got our old Sony back."