In addition to critical success, "Mountain" succeeded in achieving TBWA's goal of widening the consumer base from 18-39 males to the larger family demographic. Due in large part to the increased interest generated by "Mountain" and the "Fun, Anyone?" campaign, sales of the PlayStation 2 exceeded the targets set by Sony, and the console's share of the US$13b video game market increased from 74 to 77% over the period in which "Mountain" was aired. The ad resonated with many the public, and was described as "art" by a number of viewers. TBWA continued to run the "Fun, anyone?" campaign throughout 2004, and as of 2009 continues to act as Sony's advertising agency for the successor to the PlayStation 2, the PlayStation 3. Director Frank Budgen went on to direct "Water Balloons" in 2006, promoting the competing Xbox 360 console system. As one of the only people outside of New Zealand to have used the MASSIVE crowd multiplication software, animator Jordi Bares of The Mill was invited to give a keynote masterclass on artificial intelligence for crowd animation at UK CGI Festival in 2004.