Sony Playstation Promo, Case study THE KEVIN BUTLER SANDWICH by Deutsch Los Angeles

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market New Zealand
Agency Deutsch Los Angeles
Released September 2012

Credits & Description

Category: Technology and Manufacturing
Product/Service: PLAYSTATION 3
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: @TheKevinButler Twitter Account - - December 20, 2010
Media placement: Magazine Article - Game Informer - September 16, 2010

Summary of the Campaign
At its launch the PlayStation 3 was seen as out of touch and arrogant, so when we introduced Kevin Butler, VP of everything PlayStation, we knew we needed to connect with gamers not only on a product level, but on a lifestyle level as well. We wanted more than just their hearts - we wanted their stomachs.

Gamer's are not particularly known for their healthy lifestyle choices, and what better way to embrace this fact than creating, almost certainly, the most epic, gamer friendly food item known to man. The Kevin Butler Sandwich.

To establish this new connection we teamed up with Game Informer, gaming's most influential magazine, and composed an article that would influence a whole generation's eating habits. In the article Kevin is posed with a simple question, "What is your favorite sandwich?", and the rest was history.

To coincide with the release of the article we seeded the recipe on twitter, and its reception couldn’t have been better. The sandwich trended on twitter, and even inspired some fans to make it and tweet pictures. Finally, the story was picked up by international media, which resulted in 6,000,000 media impressions with $0 dollars spent.

The Situation

PlayStation had strongly connected with gamers on a product level, but needed to establish a solid relationship where it counts - their lifestyle. Gamer’s are tricky, and you need to reach them whatever way you can. We needed to go beyond normal media channels and surprise them.

The Goal
Our goal for the campaign was to engage with consumers on a level that goes beyond mere product, and influence their daily life in a surprising, fresh way.

We targeted hardcore gamers - men, age 17-28. These gamers love the mythological, the epic, and the ridiculous. They also love eating. Particularly greasy, unhealthy foods. So we created a campaign that caters to both loves.

The Strategy
There are two paths to gamers hearts: gaming magazines and the internet. We used both.

Our strategy for this campaign started with a planned Q & A in the magazine Game Informer, gaming’s most influential magazine, in which we announced the creation of the Kevin Butler Sandwich. To coincide with the release of the article, we tweeted the recipe on Kevin Butler’s twitter account, reaching over 70,000 followers. In addition we seeded the story through various gaming related blogs. We knew if we could energize our base with a sandwich they would love as much as they love Kevin they would spread the word for us. And they did.

Our first step was to get the go ahead from Game Informer. We then composed a fake Q&A article titled "Things you didn't know about... Kevin Butler" for the September issue. To close the Q&A we set up the question, "Last but not least, what is your favorite sandwich?" Kevin's response, "... Well, my favorite sandwich is a double bacon cheeseburger with two Monte Cristo Sandwiches as the bun. And a diet coke, obviously."

On release day of the magazine we tweeted the full recipe from Kevin's twitter account, along with links to pictures of the sandwich. We seeded the story with gaming blogs and when it was picked up by "Sandwich Mondays" on NPR we did another round of PR push seeding the new story.

Documented Results
Through magazine, Twitter, NPR and gaming blog press coverage we garnered over 6,000,000 media impressions on our hard to reach target. All in a fun, surprising, unique way. Total cost: $0.