Marketing Currents - Business and Marketing Current Events

Why Sonos and The North Face are putting an Antarctic expedition in your ears


What does it sound like to be the first people ever to ski down Lhotse, the fourth tallest mountain on earth? Or how about listening in on climber Alex Honnold—the subject of the Oscar-winning doc Free Solo—trekking in Antarctica?

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Discussion Questions:

  1. Based on information from this story, describe the marketing campaign from Sonos and The North Face.
  2. What do you think “sensory marketing” is?
  3. How might this story illustrate that concept?
  4. Why do you think the two brands partnered for this campaign?
  5. How might each brand benefit from the partnership?
  6. What is product launch?
  7. What new product is Sonos launching?
  8. How is Sonos using this campaign to launch a new product?
  9. What is product differentiation?
  10. How is Sonos using this campaign to help differentiate its new product from competing products? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.