PSP Selling Beer in Australia

PSP’s are an effective tool for marketing beer, at least in Australia. According to I believe in ADV, Fosters was looking for a way to market their lesser known Stella Artois. What they got was a custom designed PSP sporting a Stella Artois theme right down to the software.

Foster’s was expecting a brochure, or a folder with loose-leaf pages. They gave them 50 customised Sony PlayStation PSPs instead. The PSPs were delivered in hand-stitched black velvet drawstring bags. The machines were rebranded with a Stella Artois logo on the reverse of the case, and 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.

Fosters has found that every rep that got one of these PSPs has consistently met their sales targets. The PSP works so well as a sales platform, Fosters is ready to commission more.

Personally I find it hilarious that a country that kicked up such a fuss about Fallout 3 having drug use in it has no problem with PSPs advertising beer. The only question I have is where can I get one.