Sonos gave us a challenge: get the ‘Modern Cultural Explorer’ involved in the stylish speaker brand and gain new contacts with influencers and media. Priority, was, of course, getting coverage during the holiday season – an important time for Sonos sales.
It’s August, 2016. In an Amsterdam Airbnb apartment, an interior stylist went all out, allowing our idea for Christmas in summer to take shape. Naturally, the theme screams pine needles. But also Christmas music, coming from a variety of Sonos speakers and making you feel like it’s December.
Over 45 invited Tier 1 lifestyle media and influencers were fully convinced they were actually celebrating Christmas, thanks to the wonderful Christmas treats and specially made cocktails. Kind of funny, considering it wasn’t that cold outside.
The Christmas in summer party was followed by an extensive review program, distributed among the editorial offices. That’s how we made sure Sonos – and music – were part of many important media’s lives. And it resulted in a large amount of articles that were published right before the holidays. The good news was like music to our ears.