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.
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GamePolitics ShoutBox
Posted 03/18/10 at 08:04pm
Flamespeak: I never understood why someone should work hard to get a lot of money, just to be punished with more taxes for doing so.
Flamespeak: I never understood why someone should work hard to get a lot of money, just to be punished with more taxes for doing so.
Posted 03/18/10 at 06:44pm
hayabusa75: Isn't the upper class supposed to be footing most of this bill?
hayabusa75: Isn't the upper class supposed to be footing most of this bill?
Posted 03/18/10 at 06:05pm
Austin_Lewis: Of course, that ignores the fact that for the next 4 years, the people will be taxed without 'benefit' from the bill.
Austin_Lewis: Of course, that ignores the fact that for the next 4 years, the people will be taxed without 'benefit' from the bill.
Posted 03/18/10 at 06:04pm
Austin_Lewis: If we go by the CBO's past estimation failures, they're about 300% short on the actual cost.
Austin_Lewis: If we go by the CBO's past estimation failures, they're about 300% short on the actual cost.
Posted 03/18/10 at 05:21pm
ZippyDSMlee: *punt*Roll call, whos on and how are you doing?
ZippyDSMlee: *punt*Roll call, whos on and how are you doing?
Posted 03/18/10 at 12:07pm
JDKJ: No, I did you the favor and said it for you.
JDKJ: No, I did you the favor and said it for you.
Posted 03/18/10 at 12:06pm
Valdearg: What I said was while I may have implied long term accuraccy, and that might have been incorrect, my greater point that the CBO report calculated reduced deficits, expanded coverage, and lower costs is still 100% accurate. :D
Valdearg: What I said was while I may have implied long term accuraccy, and that might have been incorrect, my greater point that the CBO report calculated reduced deficits, expanded coverage, and lower costs is still 100% accurate. :D
Posted 03/18/10 at 12:06pm
Valdearg: Like any good politician, I don't believe I said "I was incorrect." :P
Valdearg: Like any good politician, I don't believe I said "I was incorrect." :P
Posted 03/18/10 at 12:02pm
JDKJ: If you'd said "I was incorrect" 10 shouts ago, I'd have quit twisting your arm to get you see the obvious 10 shouts ago.
JDKJ: If you'd said "I was incorrect" 10 shouts ago, I'd have quit twisting your arm to get you see the obvious 10 shouts ago.
Posted 03/18/10 at 12:00pm
JDKJ: You were they one assuming 100% accuracy. In all caps, no less.
JDKJ: You were they one assuming 100% accuracy. In all caps, no less.
Posted 03/18/10 at 11:59am
Valdearg: Yes, my implication that the long term estimates were facts was incorrect, but the short term calculations are absolutely facts, and even the long term estimates are still useful in attempting to determine exactly what will happen with the bill.
Valdearg: Yes, my implication that the long term estimates were facts was incorrect, but the short term calculations are absolutely facts, and even the long term estimates are still useful in attempting to determine exactly what will happen with the bill.
Posted 03/18/10 at 11:58am
Valdearg: I do. The Short term costs are actually calculated facts. The long term estimates aren't necessarily 100% accurate, but to assume that they can't possibly be accurate because someone said they might not be 100% accurate is also wrong.
Valdearg: I do. The Short term costs are actually calculated facts. The long term estimates aren't necessarily 100% accurate, but to assume that they can't possibly be accurate because someone said they might not be 100% accurate is also wrong.
Posted 03/18/10 at 11:57am
JDKJ: When someone says, "I could be wrong but, as best as I can tell, X," X ain't a fact.
JDKJ: When someone says, "I could be wrong but, as best as I can tell, X," X ain't a fact.
Posted 03/18/10 at 11:53am
JDKJ: It's too early in the morning for you to be deaf, blind, and dumb drunk. A "my best guestimate" can't be a fact. Don't you understand the difference between the two?
JDKJ: It's too early in the morning for you to be deaf, blind, and dumb drunk. A "my best guestimate" can't be a fact. Don't you understand the difference between the two?
Posted 03/18/10 at 11:41am
Valdearg: By how much depends on variables that can't necessarily be predicted at this point in time. And yes, those Facts are accurate only so far into the future, but those estimates can certainly be used to support this measure.
Valdearg: By how much depends on variables that can't necessarily be predicted at this point in time. And yes, those Facts are accurate only so far into the future, but those estimates can certainly be used to support this measure.
Posted 03/18/10 at 11:40am
Valdearg: And I'm saying, as far as the CBO report goes, the facts that it does put forward are deficit reduction, reducing costs, and expanding costs. Those ARE facts.
Valdearg: And I'm saying, as far as the CBO report goes, the facts that it does put forward are deficit reduction, reducing costs, and expanding costs. Those ARE facts.
Posted 03/18/10 at 11:30am
JDKJ: You were the one championing a qualified estimate as an indisputable fact. I'm merely pointing out that it's far from indisputable. So says the estimator.
JDKJ: You were the one championing a qualified estimate as an indisputable fact. I'm merely pointing out that it's far from indisputable. So says the estimator.
Posted 03/18/10 at 11:27am
Valdearg: Or are you only breaking that argument out because the CBO says that this bill is a good thing for our deficit?
Valdearg: Or are you only breaking that argument out because the CBO says that this bill is a good thing for our deficit?
Posted 03/18/10 at 11:27am
JDKJ: The CBO says that, to the extent it is possible to accurately predict defict reduction over the long term, it is likely to reduce the deficit. That's your idea of "a fact that don't lie?"
JDKJ: The CBO says that, to the extent it is possible to accurately predict defict reduction over the long term, it is likely to reduce the deficit. That's your idea of "a fact that don't lie?"
Posted 03/18/10 at 11:26am
Valdearg: Would you be singing the same tune if the CBO came back saying that the bill will likely double the deficit in 20 years??
Valdearg: Would you be singing the same tune if the CBO came back saying that the bill will likely double the deficit in 20 years??
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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.