Sony's waterproof MP3 player is being sold through a unique marketing scheme: packaging the Sony W Series Walkman in an actual bottle of water available in vending machines.
A New Zealand marketing agency dreamed up the idea, which illustrates the rather simple MP3 player's most interesting feature, Yahoo Tech reported.
DraftFCB calls it "The Bottled Walkman." The MP3 players in bottles of water can be found in vending machines at swimming pools and gyms in New Zealand, according to Yahoo Tech.
"It's quite a niche product targeted particularly at swimmers, so we thought, let's do something so we can get right in front of the target audience," DraftFCB executive creative director Tony Clewett told StopPress.
Sony will test out the MP3 player's sales in New Zealand before taking the "Bottled Walkman" campaign to other countries.
"By combining the product with bottled water, we've created a world first--the Bottled Walkman. This simple packaging innovation gave us a unique way to display the product, which instantly demonstrated its benefit," DraftFCB said in a video showcasing the campaign, as quoted by Mashable.
Yahoo Tech points out that the $99 MP3 player itself isn't too cutting edge--it only holds 4 GB worth of music and doesn't have anything new when it comes to flipping through songs.
"Sony probably won't be grabbing any customers for the W Series who aren't excited by its waterproof abilities," Yahoo Tech noted. "Submerging the marketing campaign under water makes sense, then."
According to Mashable, the Sony NWZ-W270 MP3 player debuted at the 2013 Consumer Electronics Show with an ad featuring swimmers using the device under water.
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