[3] On June 15, 2010, he made a live appearance at Sony's E3 press conference promoting the PlayStation Move and gaming in general.

On August 26, 2011, Butler told his Twitter followers "KB's off to be PRESIDENT of my uncle's new upstart company" which was later revealed to be fictional "Economy Flooring".

[10] As part of a DLC pack for LittleBigPlanet Karting, players who pre-ordered the game received a Kevin Butler Sackboy Costume and Executive Golf Cart.

In one of his first commercials, in response to a rumor monger questioning a then-confirmed price drop for the PlayStation 3, he says, "You can't believe everything you read on the Internet.

This prompted Nigeria's Minister of Information and Communication, Professor Dora Akunyili, to demand an apology from Sony, calling the commercial an "unwarranted attack on the reputation and image of the country."

"[17] In January, 2011, Sony sued George Hotz and others, in part for publishing PS3's private keys[18] (which allows users to modify the system to run customized or unofficial software).

The post was made in reply to another user who tweeted the code to @TheKevinButler in an attempt to mock Sony's threat that they'd prosecute anyone who "posts the PlayStation 3 private key"[19] Kevin Butler replied, appearing to mistake the code for a series of coordinates in the game Battleship, joking "Lemme guess... you sank my Battleship?"

[20] On September 11, 2012, Sony sued Lambert, alleging trademark infringement, due to his appearance in a Bridgestone commercial that featured the Wii as part of a sales promotion.

[22] The string of commercials starring Kevin Butler was met with positive acclaim due to its humorous and lively tone.

"[2] Sony Computer Entertainment America Senior Vice President Peter Dille said that the commercials had "been tremendously successful.

"[3] Engadget also loved the commercials saying, "We have to hand it to Sony, they've followed up nicely on their "worst kept secret" trade show jokes with an ad campaign that is fittingly self-aware".

[23] Destructoid praised the commercials, saying that they were much better than Sony's previous White Room series of ads, which was met with mostly negative reception, with most calling it "creepy.

Peter Dille, the real VP of Marketing for Sony Computer Entertainment America, said that the company had received requests for interviews with Butler from people who did not realize that he was a fictional character.