Week 8 - Advertising and Public Relations

Sony Computer Entertainment America has a marketing character by the name of Kevin Butler who is portrayed by actor Jerry Lambert. Their It Only Does Everything advertising campaign for the Playstation 3 in North America, he stars as the Vice President of many ficticious departments within the Playstation division of Sony and responds in the advertisments as "Dear Playstation" queries.

There have been positive reception due to the commercials, Sony extended the commercials throughout 2010 and 2011. The character manifested by Deutsch/LA, the advertising agency responsible for the campaign and they also manage Kevin Butler's Twitter account and wrote his E3 2010 speech.

The reception of the string of commercials starring Kevin Butler has been met with positive acclaim due to its humorous and lively tone. Consumers love it and the results are really in the sales. Peter Dille, the real VP of Marketing of Sony Computer Entertainment America had stated that they have received conacts from the media, requesting an interview with Butler while not realizing he isn't a real person.