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.