Sonos Takes Multi-Room Audio Mainstream During Super Bowl

Feb 3

Written by: Jeremy J. Glowacki
2/3/2014 8:50 AM  RssIcon

 
 
Watching the Super Bowl last night was an odd experience for me. For the first time, I watched the big game in someone else’s home theater, and that inspired conversations about shows people had seen about the home theaters of the stars, and articles they’d read about houses with big home theaters. Never before had our business been so front and center in the conversations among friends and neighbors who didn’t at first realize what I wrote about for a living.
 
 

Then, mid-way through that snoozer of a game, the coolest commercial of the night (in my humble opinion) came on and literally rocked my neighbor’s basement theater that was fed by modest Epson projector and some pretty capable in-wall speakers behind the acoustically transparent the 110-inch screen. It was the Sonos commercial. Did you see it? We can talk all we want about how much about how important Google’s acquisition of Nest is for the visibility of our business, but nothing captures the attention of the general population like a cool Super Bowl commercial.

Then, because I was trying to keep up with the prop bets pool we were running during the game, I checked my phone and had received this email from the PR agency representing Sonos:

If you're enjoying the game right now, you may have seen our spot that aired a couple of minutes ago. Wanted to send you a little background in case it piqued your interest.

In 2002, we set out with a goal – to reinvent home audio for the digital age. Our vision was simple - fill every home with music and make listening a valued experience again. We’re making it easy for everybody to listen to the music they love in every room of their home. To hear the songs they love, to discover new music they never knew existed, and to appreciate it all with the highest sound quality.

That time is finally now.

As we continue to take this vision to music lovers around the globe, today we brought it to one of the world’s biggest stages. Our current Room Tones campaign has received an incredible response since the holidays. We chose to air the Face Off ad because it is particularly beloved with music from legendary producer Rick Rubin and the visual magic of Mark Romanek’s directing. Collaboration is an important avenue for telling our story in a meaningful way and it played a significant role in the campaign and extends to the many ways we work with interesting people in the music community. More details on that and our most memorable works can be found here.


For the first time that I can recall, our industry is getting major mainstream attention. I hope it pays off for you and your custom integration business. I hope that you start getting new business from consumers who want their rooms to light up with cool music like that commercial they saw during the Super Bowl. Fortunately for Sonos and our business, the commercial didn’t air during the fourth quarter when most had given up on Peyton Manning and switched over to Downton Abbey instead.

4 comment(s) so far...


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Re: Sonos Takes Multi-Room Audio Mainstream During Super Bowl

Great that our industry is gaining recognition be it the nest acquisition or the Sonos ad. All we need now is for the Seahawks to get the same "Go Hawks' 43-8 is pretty convincing

By Dean on   2/3/2014 11:03 AM
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Re: Sonos Takes Multi-Room Audio Mainstream During Super Bowl

Hats off to Sonos for having the foresight to show the world and their dealers that they are in the forefront of the digital revolution and multi-room audio. I didn't notice ads from any other manufacturers in our category, and what I enjoyed most is that they made it all about the music. They gave our industry the recognition it deserved, right out of their bottom line and they are making consumers stand up and take note of who they are and what they provide. This is only going to increase consumer awareness and drive consumers into our showrooms to learn more about their products and technology. It's just good for all of us.

By Lou on   2/3/2014 11:32 AM
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Re: Sonos Takes Multi-Room Audio Mainstream During Super Bowl

While I am happy something from our industry was in the mix in terms of advertising, we're the only ones who noticed. According to USA Today (they are the main ranker of super bowl ads every year), the Sonos spot ranked 41st of 57 spots. Not only that, but Sonos didn't even have the foresight or brains to create a new spot - instead they spent $4 million to run an old spot! NO ONE does that for the Super Bowl.

And yes, while it still may be good for Sonos, it mainly promotes their retail brand, and does little to help our industry. I'd love to see one of the leaders in the business step up and make an investment like that. Where are Crestron, URC, Core Brands, or any of the other players who can actually help build the custom integrator business?

I hope I'm wrong and we all get more receptivity to Whole-Home audio because of the ad.

By Mark on   2/3/2014 1:01 PM
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Re: Sonos Takes Multi-Room Audio Mainstream During Super Bowl

Three cheers for the industry! That's about all we can say about the ad. So now everyone knows that you can have cheap music in every room with out using a CI professional. I know the next line that always comes out "but you can sell them speakers and install labor". The truth of the situation is yes you can do that, and there is margin in the speakers, but the people buying Sonos for $499.00 are not buying $700.00 dollar speakers. So your profit on the Sonos is nothing with cheap speakers and cheap labor makes for a good profit if you are a one man shop and that's about it!!! Can everyone stop saying Sonos is the best thing for our industry IT IS NOT. What is best for our industry are products that allow you to make a 50 point margin across the board so you can discount, if needed, or the project goes longer then anticipated you still make a decent amount of profit. The last time I checked that is why I am in business. Sonos is here to stay but let's not kid ourselves it is not our friend. I fact it is the fast way to the bottom rung!

By Chris on   2/3/2014 8:06 PM

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