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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Andrew EisenAnd unless I completely missed it, there's nothing in there about "how Pokemon in general is sexist but you gotta look deep for it."11/20/2014 - 5:10pm
Andrew EisenSeriously, you're upset, irked and fearful over an opinion piece that suggests the Pokemon demo would be better with more options and a better-written female character. SERIOUSLY?!11/20/2014 - 5:07pm
MaskedPixelantehttp://gamasutra.com/blogs/PugetAlain/20141118/230420/Nearly_Ripped_off_to_death_by_a_publisher__Get_better_by_yourself_and_wait_for_justice_Maybe.php Topware screws over an indie studio because they can.11/20/2014 - 5:01pm
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prh99And yeah that sucks, especially when bonuses are tied to it, but that is more a problem with crappy publisher policies and scoring in general than any discussion on what may or may no be sexism in games.11/20/2014 - 4:59pm
prh99But no one is on their legislative high horse or on the litigation war path, for that matter. The biggest effect is that a reviewer might give it a lower score and drag down their meta critic ranking.11/20/2014 - 4:56pm
Wonderkarpyup11/20/2014 - 4:51pm
Andrew EisenOh for crying out loud. Wonderkarp, I apologize for how rude this question is but seriously, did you actually read that article?11/20/2014 - 4:47pm
Wonderkarpits a stigma. people in power hear this crap and start getting on their legislative high horse. but I feel like we've already paid too much attention too a demo.11/20/2014 - 4:46pm
Andrew EisenHarm gaming how?11/20/2014 - 4:35pm
Wonderkarpcause it gets parroted around and is used by people to harm gaming like Jack Thompsons did with Violence. http://www.themarysue.com/pokemon-oras-sexism/ here's the article.11/20/2014 - 4:28pm
Andrew EisenNo idea why such an opinion would upset or irk you so I'd be interested in reading it. Got a link?11/20/2014 - 4:13pm
Wonderkarplook deep for it....reaching much. those kinds of people are what urk me.11/20/2014 - 4:07pm
WonderkarpI got upset the other day when a known feminist blog wrote a large article on how the demo to Pokemon Omega Ruby was Sexist cause you couldnt play as a girl. It was a Demo....who cares? but they went off on how Pokemon in general is sexist but you gotta11/20/2014 - 4:06pm
Andrew EisenHere's the panel that Sarkeesian quote from earlier comes from. Amazing what the proper context does, isn't it? https://www.youtube.com/watch?v=e0qxtKz2vZw11/20/2014 - 3:32pm
NeenekoSomething to keep in mind, we tend to look at physics as 'hard', but math and physics are trivial compared to soc/psych (I have worked in both), but FEELS like it should be simplier.11/20/2014 - 3:17pm
NeenekoI think what tends to make discussing sexism in games difficult is scale, the issues tend to be systemic in nature, but bite sized examples are not... and the systemic part ties into a lot of dry academic stuff requiring domain knowledge not everyone has.11/20/2014 - 3:16pm
Wonderkarpand I jumped for joy when the Cogs went multigendered in GOW. but I also like male protagonists like Kratos or Nathan Drake or Link.11/20/2014 - 2:58pm
Wonderkarp..it needs female options. thats why I prefer biowares games. My Shepard was female(Jennifer Hale <3) and my skyrim player was female. I prefer female characters. But I dont think its a sexism issue. More and more females are coming.11/20/2014 - 2:55pm
WonderkarpMonte, I would argue that with Tomb Raiders sales....remember me though....personally I like games with character customization. I was one of those people miffed at ACUnity over no female assassins. if you give us customization, unless its a sports game..11/20/2014 - 2:53pm
 

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