It seems like Sony has upped the ante with its marketing strategies after announcing its abandonment of its Vaio PC business to focus on smartphones and tablets.
In its latest W Walkman video titled 'Sony "The Bottled Walkman"', the company presents its new cable-free waterproof MP3 player being used in the pool while a swimmer does his laps, and then brims a bottle containing the gadget with water, completely submerging it. It doesn't stop there. A vending machine appears (presumably at a swimming complex), with bottles of water housing the music players. It shows how you can conveniently purchase a Walkman like how you would usually buy a drink from one of the vending machines you sometimes see in schools, eateries, or near a bus stop. Simply make your payment, and you get your new MP3 player within seconds.