Marketing 101: PSP a Successful Beer Seller
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.
A PUBLICATION OF THE ECA
SUBSCRIBE
LOGIN / REGISTER
Crispy Gamer
GamePolitics ShoutBox
Posted 09/07/10 at 11:20pm
PHX Corp: My Dog, sparky Just Passed away as of 12mid, of old age.
PHX Corp: My Dog, sparky Just Passed away as of 12mid, of old age.
Posted 09/07/10 at 07:45pm
PHX Corp: @cheater I took it to the back so everyone can point and laugh at his team rocket style quest(Which fails Often)
PHX Corp: @cheater I took it to the back so everyone can point and laugh at his team rocket style quest(Which fails Often)
Posted 09/07/10 at 01:48pm
E. Zachary Knight: Indie developers are being strong armed by the S. Korean rating system to get their games rated.
E. Zachary Knight: Indie developers are being strong armed by the S. Korean rating system to get their games rated.
Posted 09/07/10 at 12:05pm
Andrew Eisen: I disagree that it's sexist. I think she's reading a bit too much into it. That said, while the story in and of itself is fine, even good, the writing is atrocious.
Andrew Eisen: I disagree that it's sexist. I think she's reading a bit too much into it. That said, while the story in and of itself is fine, even good, the writing is atrocious.
Posted 09/07/10 at 09:19am
ZippyDSMlee: BearDogg-X:Fusion was a bit meh so you know...
ZippyDSMlee: BearDogg-X:Fusion was a bit meh so you know...
Posted 09/06/10 at 10:45am
Rodrigo Ybáñez García: By the way, one video is their review, and the other is the talkabout. I posted the 2nd.
Rodrigo Ybáñez García: By the way, one video is their review, and the other is the talkabout. I posted the 2nd.
Posted 09/06/10 at 10:44am
Rodrigo Ybáñez García: I don´t think she even played Other M properly. She was more in a rant than in a review.
Rodrigo Ybáñez García: I don´t think she even played Other M properly. She was more in a rant than in a review.
Posted 09/06/10 at 10:22am
BearDogg-X: The person that wrote the review is an idiot, for lack of a better word. Without spoiling, did she even play Metroid Fusion?
BearDogg-X: The person that wrote the review is an idiot, for lack of a better word. Without spoiling, did she even play Metroid Fusion?
Posted 09/06/10 at 09:12am
Rodrigo Ybáñez García: According with G4, Metroid Other M is sexists because Samus recieves orders from a man
Rodrigo Ybáñez García: According with G4, Metroid Other M is sexists because Samus recieves orders from a man
Posted 09/06/10 at 02:35am
ZippyDSMlee: Meh over rated. So I was at dragon con.
ZippyDSMlee: Meh over rated. So I was at dragon con.
Posted 09/05/10 at 04:01pm
BearDogg-X: Adding to PHX Corp's link to the Salt Lake Tribune's opinion piece, it was written by Christopher Ferguson and it also urges Utah AG Mark Shurtleff to sign an amicus brief opposing California.
BearDogg-X: Adding to PHX Corp's link to the Salt Lake Tribune's opinion piece, it was written by Christopher Ferguson and it also urges Utah AG Mark Shurtleff to sign an amicus brief opposing California.
Posted 09/04/10 at 11:55pm
C. Aaron Browbowski Jr.: no way they euthanized a sick whale with c4, thats like the obama healthcare plan for the world, no i'm just kidding, let him bankrupt america :D
C. Aaron Browbowski Jr.: no way they euthanized a sick whale with c4, thats like the obama healthcare plan for the world, no i'm just kidding, let him bankrupt america :D
Posted 09/04/10 at 10:30pm
PHX Corp: PSA: The ECA forums(and GP website) are Not a Ad Toilet, plz do not Drop your Pants and poop out an ad on it(I'm going to end up Getting in trouble for a Toilet Joke)
PHX Corp: PSA: The ECA forums(and GP website) are Not a Ad Toilet, plz do not Drop your Pants and poop out an ad on it(I'm going to end up Getting in trouble for a Toilet Joke)
Posted 09/04/10 at 03:26pm
JDKJ: Does anyone recall exactly when Zippy came down out of the trees and mastered bi-pedalism?
JDKJ: Does anyone recall exactly when Zippy came down out of the trees and mastered bi-pedalism?
Posted 09/04/10 at 11:41am
PHX Corp: Attempt to revive video game law a waste of money opinion on salt lake tribune
PHX Corp: Attempt to revive video game law a waste of money opinion on salt lake tribune
Posted 09/03/10 at 04:31pm
Andrew Eisen: While a desire to conserve a particular marine ecosystem is a laudable goal, securing a 31-foot whale in the middle of it with a 10-ton anchor is probably not the best way to go about it.
Andrew Eisen: While a desire to conserve a particular marine ecosystem is a laudable goal, securing a 31-foot whale in the middle of it with a 10-ton anchor is probably not the best way to go about it.
Posted 09/03/10 at 04:01pm
ZippyDSMlee: Was thinking more of feedig dieing reefs ,ps life is suffering
ZippyDSMlee: Was thinking more of feedig dieing reefs ,ps life is suffering
Copyright © 2007 ECA. All rights reserved.
Game Politics and Game Politics logo are trademarks of the ECA.
Game Politics and Game Politics logo are trademarks of the ECA.
Comments
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...?
What happened to movie theaters?
Mmmm beer. Stella's not the greatest but it's a step up from Bud. Now if that were a crown royal purple bag...
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.
Very slick idea! Article says it helped their sales force reach record sales numbers.
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).
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.
"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.
"The idea was designed to motivate the sales force..."
Because if there's on thing that improves productivity, it's video games!
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'.
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).
The slogan for Stella Artois in the UK is "Reassuringly expensive". Just consider the irony of this for a moment and move on.