Sony may be bidding adieu to its PC business, but the once-mighty (still-mighty?) tech giant has sure figured out how to market waterproof MP3 players.
The Bottled Walkman campaign seen in the above video tells the tale of Sony’s $100 W Series wearable MP3 player being stuffed into bottles of water and sold in vending machines at a swim training center.
As The Next Web reports, these gadget-filled water bottles made the rounds in New Zealand thanks to an ad agency there. No word on a broader push – this seems mostly like a proof-of-concept marketing test more than anything else. A true test, of course, would be to put these things into vending machines that only accepted $1 bills.
More Must-Reads From TIME
- Inside One Indian iPhone Factory
- Congress Avoided a Shutdown. What Happens Next?
- Global Climate Solutions Exist. It's Time to Deploy Them
- What Happens to Diane Feinstein's Senate Seat
- The Enduring Charm of John Grisham
- Who The Golden Bachelor Leaves Out
- Kerry Washington: The Story of My Abortion
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
