However, when Twitter user exiva sent him the cryptic message "46 DC [string shortened] B2 C2 Come at me, @TheKevinButler", he obviously didn't realise that the string of hexadecimal codes was, in fact, the Playstation 3 "HMAC Dongle Master Key" which hackers have long used to jailbreak PS3 devices.
He promptly retweeted the message, complete with the full security key, to his over 70,000 followers, commenting "Lemme guess... you sank my Battleship?" Little did he seem to realise that the perceived battleship was actually the PS3, and that the quoted character string did not represent some coordinates in the "Battleship" game. While the tweet has since been deleted, it has been documented by services such as Twitpic. The Kevin Butler Twitter account is operated by Los Angeles-based advertising agency, Deutsch, who devised the character for Sony's advertising campaign.
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