Sonos, best known for their luxury speaker systems, launched a campaign for their new Sonos One speaker which connects their world-famous audio systems with the latest voice activation technology. Partnering with Amazon’s Alexa, the campaign dubbed the “Dumb Speaker Amnesty” offered people the opportunity to trade in their ‘dumb’ speakers for a new ‘smart’ Sonos One speaker valued at $200 for one day only in Melbourne. This partnership marks a significant branding decision for Sonos moving away from their traditional marketing interaction in the super premium audio space. Other luxury brands have taken this step and integrated new technologies, for example Hermès’s co-branded Apple Watch.
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