You may have seen the “It Only Does Everything” PS3 advert on TV or on the Internet on more than one occasion. Speaking at the MI6 marketing conference in San Francisco last week, Peter Dille, SCEA’s head of marketing, said the company’s ‘It Only Does Everything’ PlayStation 3 advertisement campaign is working increasing sales for the console by 184 percent in the three months following the price cut.
The ads, which feature fictional Sony executive Kevin Butler, were intended highlight the PlayStation 3’s features to consumers more clearly and inject some humor. Dille said console sales are going up and that consumers are more aware and educated about the PlayStation 3’s offerings.
“The campaign is working to drive hardware sales,” he said. “PlayStation 3 sales are up 184 percent in the three months following the price drop, and while a lot of that has to do with price itself, we know from research that consumers are more educated as well.”
“Purchase intent went from 19 percent prior to the price drop, to 36 percent after this campaign started. And we’ve also tracked our competitors and they’ve fallen during the same time.”
Dille also said fans can expect to see even more of Kevin Butler in future TV spots. He later explained the company’s newest campaign offers a much clearer picture of PlayStation 3’s features and puts the company in a much better position with its fans.