To prove the effectiveness of their latest product and grab consumer and media attention all at once, Sony has come up with an innovative marketing strategy. Athletes in New Zealand can now purchase the new waterproof Walkman MP3 player inside a full bottle of water in their local gyms.
To demonstrate the effectiveness of their waterproof MP3 player, Sony chose to market the device to athletes by completely submerging it in water even before purchase. The concept of the “Bottled Walkman” is certainly an interesting concept, though it has yet to be seen how effective the campaign will prove to be. As an additional way to reach out to the Walkman’s target market, Sony has even gone as far as to sell the bottled MP3 player inside gym vending machines.
The waterproof product was actually first released by Sony in January 2013, however as with many music devices these days, the NWZ-W270 faced problems in a market dominated by iPods. Marketing the device towards athletes by showing off waterproof capabilities of the product will hopefully improve both sales and awareness.