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In a play to convince customers that its product is genuinely waterproof, Sony – in partnership with Draft FCB – put its latest MP3 player inside of a water bottle and sold it in vending machines in gym’s with pools. The MP3 player itself isn’t new; the issue is that most people now use their phones for MP3 playback and haven’t been buying the device itself. But by leveraging a niche crowd that would have a particular use for the product, namely swimmers, they’ve managed to make the product readily accessible in a way that appeals specifically to the target market. It’s a nifty way to take a product and thrust it forcefully into a target market.