Sony is floating its W Series Walkman MP3 player in water to prove a point. The company wasn’t sure consumers knew the product was waterproof so they decided to package up the MP3 players in bottles of water and sell them through vending machines.
Sony adapted a unique marketing strategy to sell the waterproof MP3 Player
The MP3 player was launched a while ago but the company re-launched the product with this unique marketing strategy in New Zealand.
They engaged Auckland-based advertising agency DraftFCB to come up with some fresh ideas to sell this product. The advertising agency came up with the idea of the ‘Bottled Walkman,’ which is now being sold in vending machines in public places across New Zealand.
Other features of the product
Other than its waterproof feature, the Sony W Series Walkman MP3 player isn’t too groundbreaking as an MP3 player. Like any other MP3 player it’s small, lightweight and can hold 4 GB of music.
With these simple features and a price tag of $99, Sony probably won’t find many customers who are excited by its waterproof abilities. Sony is assessing the response to the “Bottled Walkman” in New Zealand before deciding to market this product in other countries.