Sony: PS3 'purchase intent' nearly doubled since Kevin Butler campaign

by Justin McElroy on Apr 6th 2010 2:00PM

Like all responsible journalists worth their salt, we're inherently distrustful of advertising and the incredible power it wields over us -- err, rather consumers. But we feel like you deserve to know that there's a special place in our coldly detached hearts for pretend PS3 pitchman Kevin Butler. And we're apparently not alone.

According to what SCEA marketing boss Peter Dille told the MI6 marketing conference in San Francisco last week, purchasing intent for the PS3 is up 36 percent since the "It Only Does Everything" campaign started last year. Now, does the price drop that accompanied the campaign figure into that? Of course. But according to IGN, Dille added, "we know from research that consumers are more educated as well."

It looks like Kevin doesn't need to sweat Craig any longer.

Source

Tags: advertising, kevin-butler, peter-dille, scea, sony, Sony-Computer-Entertainment-America

Reader Comments (115)

Wow, funny ads do better than no ads at all?!?! Whoda thunk?

Does 'buying intent' mean that people saw these ads, then thought: 'I'm going to get one of those PS3s!' But then never did?

'purchasing intent' comes from their market research, companies put a lot of stock in that response from their surveys and other research.

Oh yeah, the "internet/candles" one is great. I can't say that the ads made me want to buy a PS3 - TV ads rarely make me want to buy anything - but I did acknowledge that Sony had a great ad campaign going on. The silly squirrel ones from a few years ago were good, too, imo.

Isn't Sony removing Blu-ray movie playback from the PS3? I thought for sure I say that a newer firmware was going to disable it.

Your lame attempt at humor is unamusing.

Boom To The Power Of Boom !

Marcie can you get me BOOM !

Well played, Mauer.

Honestly, until I got into actually using advertising, I thought it was ineffective. Now I know it isn't.

Headline: "PS3 'purchase intent' nearly doubled..."

Article: "...purchasing intent for the PS3 is up 36 percent..."

Which is it? "Doubled" implies 100%. 100 =/= 36.

Also, what the hell is "purchasing intent" anyway? How is that measured? What does it mean? And who the hell cares? Can you use the intended money from intended sales to pave the road to Hell?