Outside of advertising, Sony has also rescinded their stance on not buying exclusive content from developers.  For Batman: Arkham Asylum, Sony was the benefactor of the Joker DLC, which allowed PS3 owners to play as the popular Joker character for free.  The effect this had on sales of the multiplatform title is immediately apparent in the NPD sales numbers of the game.  While trend studies have found that the average XBox 360 game will out sell it's PS3 counterpart by a split of 66/34, Arkham Asylum sales are essentially 50/50.  More recently, PS3 owners got the first episode of the Brutal Legend DLC at no cost to them and they'll also be getting the first crack at the Battlefield: Bad Company 2 beta later this month.

 Finally, you have the tremendously popular ad campaign selling the PS3 console itself.  Kevin Butler, Sony's "VP of Big Action Moments" and "Director of Rumor Confirmation", has taken on the new face of Sony's PS3, becoming a mascot of sorts for the console.  The new PS3 commercials featuring Butler are brimming with hilarity, and are also straight forward and to the point, confidently claiming that the PS3 "only does everything".  Mass reception of the new TV spots has been overwhelmingly positive, and over a dozen commercials in that style have been filmed - quite the turn around from the confused and misguided PS3 Baby.