So everyone knows who Kevin Butler is. IMO a great marketing ploy.
But check this out.
Basically what happened is the marketing team that is "Kevin Butler" received a mention of a series of numbers and letters and a challenge in the form of "Come at me". He mistook them for a random bunch of numbers and letters and decided to retweet them with "Let me guess? You sunk my battleship."
Turns out that the numbers and letters weren't random, but were actually the jailbreak code for PS3. The tweet was quickly pulled down but still... hilarious. I <3 the internet.
Good for you exiva, good for you.