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"Talk about putting your money where your mouth is: Sony is packaging its waterproof walkman inside bottles full of water. \nSony's NWZ-W270 MP3 player is not new \u2014 it has been launched at CES 2013, coupled with ads showing swimmers using the device underwater. \nSee also: Sony Xperia Z1: Big, Powerful and Waterproof, but Is It Enough?\nNow, Auckland-based advertising agency DraftFCB devised a clever way to promote the product by selling it in water bottles through vending machines at pools and gyms in New Zealand. \n\"By combining the product with bottled water, we've created a world first \u2014 the Bottled Walkman. This simple packaging innovation gave us a unique way to display the product, which instantly demonstrated its benefit,\" says DraftFCB in a video showcasing the campaign. \nPlacing a big emphasis on water resistance of its products is nothing new for Sony. The company's flagship smartphone, the Xperia Z1, is waterproof; as is its predecessor, the Xperia Z. Print ads for both products, as well as the water resistant Xperia Tablet Z, show them immersed in water. \nHave something to add to this story? Share it in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2014/02/12/sony-bottles-its-walkman-to-show-how-waterproof-it-really-is/>