Look, we all know by now that Sony’s latest corporate mascot, Kevin Butler, isn’t a real person. As much as we may dislike this, the man (we can call him that, right?) knows how to rile up a crowd and sell a product. He’s got a twitter, like everyone, where people can see “him” write often humorous anecdotes about gaming or marketing. After a brief haitus, however, the character has returned to launch Sony’s newest campaign, but the message rings true for gamers everywhere.
Long Live Play is the successor, of sorts, to PlayStation’s “It Only Does Everything” campaign, and we think it’s a great move. While the campaign has just started, the focus has already shifted away from just PlayStation. Sure, it’s their campaign, but even hearing Kevin Butler’s words in the campaign, they speak more to gamers of all kinds. We all play games, and we all know the lifestyle that comes along with it. We typically own expensive TV’s and often have to face the social awkwardness that comes along with being a public gamer.
What matters though, is you can view this campaign as almost an end to fanboy-ism. Nobody likes fanboys, and these days it’s the best time to open your mind. No one console has every experience on it, and while the Long Live Play ad is obviously pro-PlayStation, you can easily take his words and apply them to any company. Just don’t tell them we said that.
Sony’s previous campaign came under fire when the PlayStation Network was compromised earlier this year, with people joking about how it “Only Does Everything for Hackers” and similar quips. Long Live Play can be seen as a breath of fresh air, and will allow the company to shift focus toward the games and gamers. While the PS3 can be a blu-ray player or media hub, it’s primarily a game machine, and that’s what the campaign is focusing on.
Game consoles are about the game; they’re about playing. Long Live Play is a great way to remind gamers of that, and remind gamers everywhere that no matter what your bias, we’re all in this together.