KEVIN BUTLER, VP of EVERYTHING

KEVIN BUTLER CASE STUDY

DEAR PLAYSTATION

It all started with a simple conversation… and a whole lot of TV spots. Here’s some that make me smile.

@TheKevinButler - The most followed brand character on Twitter

THE PEOPLE'S VP (Fan art)

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KB MOVES IN WITH THE MAGUIRES

To launch the PlayStation Move, Kevin Butler did what any well-dressed corporate executive would do - he packed up his RV and moved in with a random family. As told through 4 TV spots and 90 days of tweets. Here's the launch spot:

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KEVIN BUTLER QUITS... AND THEN RETURNS TO LAUNCH "LONG LIVE PLAY" (Twitter, Content Film)

We announced on Twitter that Kevin Butler was leaving PlayStation to work for his uncle's carpet company. And the gaming world freaked out.

A week later Kevin released a video announcing his triumphant return and PlayStation's new tag line. "Long Live Play."
And the gaming world freaked all over again.

MLB10 - CASE STUDY