Marketing 101: PSP a Successful Beer Seller

August 26, 2008 -

We all know that Sony's handheld PSP is a great system that can do a lot of things, like surf the web and play games, music and video.

But marketing blog I Believe in Adv. reports that in Australia a specially-branded edition of the system was used to market Stella Artois beer.

Although it's not entirely clear from the I Believe in Adv. post, it does not appear that Sony was involved in the modification of 50 PSPs which were distributed to beer sales personnel. The PSP case was etched with a Stella Artois logo on the back side and the systems were packaged in black velvet drawstring bags which bore similar branding.

The idea was designed to motivate the sales force as well as provide it with data via the PSP's WiFi capabilities:

Foster’s was expecting a brochure, or a folder with loose-leaf pages. They gave them 50 customised Sony PlayStation PSPs instead... they also modified the operating systems and icon sets to reflect the brand. Then they installed the Stella Artois films and artwork, plus short presentations on the history of the brand.

 

And because PSPs are wi-fi capable, Foster’s can load up new material quicker than new pages can be printed for a loose-leaf folder. Foster’s analysis has shown that every sales representative who was given a PSP met all their sales targets for the relevant quarter. Anecdotal feedback also confirmed that without exception, the PSP was regarded as the best sales presenter ever received. As a result, Foster’s is now reviewing further rollout of the tool.


Comments

Re: Marketing 101: PSP a Successful Beer Seller

The slogan for Stella Artois in the UK is "Reassuringly expensive". Just consider the irony of this for a moment and move on.

Re: Marketing 101: PSP a Successful Beer Seller

Um ... I think some of you may have missed the point of the branded PSPs - they were given to the sales staff to show promo videos etc to customers.

It wasn't given to customers or used 'just for games'.

Nope, we caught it.

The PSP makes for an effective marketing tool because it offers a clear image, nice movies, skype communication with the other team members, quick data exchange, and a very effective relaxation tool during downtime.

Plus, with the device, you can hand it to a consumer and have them be treated to a movie or several stunningly detailed photos on a device that, face it, looks rather cool and high-tech in the first place. This is much more impressive than a simple brochure.

A very solid marketing idea and since it was successful, this could pad the numbers for Sony's shiny black gem of a handheld. (which has already sold over 20 million units anyways).

Re: Marketing 101: PSP a Successful Beer Seller

"The idea was designed to motivate the sales force..."

 Because if there's on thing that improves productivity, it's video games!

Re: Marketing 101: PSP a Successful Beer Seller

"We all know that Sony's handheld PSP is a great system that can do a lot of things"

Uh I'm sorry could you repeat that, I had something crazy in my ear.

Re: Marketing 101: PSP a Successful Beer Seller

As a mainstream lager, Stella's actually pretty good, although I've heard from numerous Australians that the stuffed brewed under license by Foster's is quite horrid. Kind of a shame, really.

And while I have no interest in or use for game consoles, I would dearly love to get my hands on one of these. Call me a sucker for slick marketing, but... well, I guess that about sums it up, really.

 

Re: Marketing 101: PSP a Successful Beer Seller

I have never heard of this brand of beer, however as it is related to Fosters, I can only assume that it is essentially raw sewage thats bottled and sold by the carton...

Still, it is an ingenious form of marketing, althought the custom operating system and icons may be a bit of a problem (I am not sure about this, as I havn't researched Sony's position on modified content on the PSP system).

Re: Marketing 101: PSP a Successful Beer Seller

Very slick idea!  Article says it helped their sales force reach record sales numbers.

Sortableturnip's Law: As an online discussion of video game violence grows longer, the probability of a comparison involving Jack Thompson approaches 1

Re: Marketing 101: PSP a Successful Beer Seller

Mmmm beer. Stella's not the greatest but it's a step up from Bud. Now if that were a crown royal purple bag...

Re: Marketing 101: PSP a Successful Beer Seller

I'm not a fan of stella a lot of people in a beer club i'm part of like it i just don't particularly like it. The advertising concept is ok nothing special.

Re: Marketing 101: PSP a Successful Beer Seller

The future of video games (exactly what happened to movie theaters). Another format to blitz people with adverts. Wonder if Sony is going to be up in arms over this, or use it as a stepping stones to get sponsors and more money...?

Re: Marketing 101: PSP a Successful Beer Seller

What happened to movie theaters?

 
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MaskedPixelanteNah, I'm fine purple monkey dishwasher.07/28/2014 - 4:05pm
Sleaker@MP - I hope you didn't suffer a loss of your mental faculties attempting that.07/28/2014 - 3:48pm
MaskedPixelanteOK, so my brief research looking at GameFAQs forums (protip, don't do that if you wish to keep your sanity intact.), the 3DS doesn't have the power to run anything more powerful than the NES/GBC/GG AND run the 3DS system in the background.07/28/2014 - 11:01am
ZenMatthew, the 3DS already has GBA games in the form of the ambassador tittles. And I an just as curious about them not releasing them on there like they did the NES ones. I do like them on the Wii U as well, but seems weird. And where are the N64 games?07/28/2014 - 10:40am
james_fudgeNo. They already cut the price. Unless they release a new version that has a higher price point.07/28/2014 - 10:19am
E. Zachary KnightMatthew, It most likely is. The question is whether Nintendo wants to do it.07/28/2014 - 10:12am
Matthew WilsonI am sure the 3ds im more then powerful enough to emulate a GBA game.07/28/2014 - 9:54am
Sleaker@IanC - while the processor is effectively the same or very similar, the issue is how they setup the peripheral hardware. It would probably require creating some kind of emulation for the 3DS to handle interfacing with the audio and input methods for GBA07/28/2014 - 9:30am
Sleaker@EZK - hmmm, that makes sense. I could have sworn I had played GB/GBC games on it too though (emud of course)07/28/2014 - 9:23am
E. Zachary KnightSleaker, the DS has a built in GBA chipset in the system. That is why it played GBA games. The GBA had a seperate chipset for GB and GBColor games. The DS did not have that GB/GBC chipset and that is why the DS could not play GB and GBC games.07/28/2014 - 7:25am
IanCI dont think Nintendo ever gave reason why GBA games a reason why GBA games aren't on the 3DS eshop. The 3DS uses chips that are backwards compatable with the GBA ob GBA processor, after all.07/28/2014 - 6:46am
Sleakerhmmm that's odd I could play GBA games natively in my original DS.07/28/2014 - 1:39am
Matthew Wilsonbasically "we do not want to put these games on a system more then 10 people own" just joking07/27/2014 - 8:13pm
MaskedPixelanteSomething, something, the 3DS can't properly emulate GBA games and it was a massive struggle to get the ambassador games running properly.07/27/2014 - 8:06pm
Andrew EisenIdeally, you'd be able to play such games on either platform but until that time, I think Nintendo's using the exclusivity in an attempt to further drive Wii U sales.07/27/2014 - 7:21pm
Matthew WilsonI am kind of surprised games like battle network are not out on the 3ds.07/27/2014 - 7:01pm
Andrew EisenWell, Mega Man 1 - 4, X and X2 are already on there and the first Battle Network is due out July 31st.07/27/2014 - 6:16pm
MaskedPixelanteDid Capcom ever give us a timeline for when they planned on putting the Megaman stuff on Wii U?07/27/2014 - 2:23pm
MaskedPixelanteIf by "distance themselves from Google Plus" you mean "forcing Google Plus integration in everything", then yes, they are distancing themselves from Google Plus.07/26/2014 - 12:20pm
MechaTama31I wish they would distance G+ from the Play Store, so I could leave reviews and comments again.07/26/2014 - 11:03am
 

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