The Sonos S.A.N.T.A. Index Helps Settles Festive Debates
Grace Mahas — October 13, 2022 — Marketing
References: businesswire
It’s mid-October, and many consumers are once again asking the same festive debate: How soon is too soon to kick off the holidays? To help settle the debate, Sonos launched the first-ever S.A.N.T.A. Index (aka Seasonal Audio Noise Tracking Aggregator).
The Sonos S.A.N.T.A. Index measures the level of “jingle waves” across the globe to determine how much holiday cheer is in the air based on what people are searching, streaming, and saying this holiday season. The brand will generate a daily "score" on a scale of 0 (no holiday cheer) to 100 (maximum holiday cheer). Once critical mass is reached - defined as 50 - Sonos will kick off the celebration and release festive surprises like product giveaways and all-new Sonos Radio.
“No matter how we celebrate the holidays, it’s a time of year that makes us feel more connected, joyful and nostalgic, whether it’s listening to that jolly song that brings back vivid memories of baking with your family, or watching that seasonal flick that makes your eyes well up no matter how many times you’ve seen it,” said Pete Pedersen, VP Marketing at Sonos. “There is certainly a level of passion and anticipation around when the season actually arrives, so this year we didn’t want to just help our listeners feel more festive by connecting them to their favorite holiday content, but also answering the age-old question: when is it the right time to turn up the holiday sound?”
The Sonos S.A.N.T.A. Index measures the level of “jingle waves” across the globe to determine how much holiday cheer is in the air based on what people are searching, streaming, and saying this holiday season. The brand will generate a daily "score" on a scale of 0 (no holiday cheer) to 100 (maximum holiday cheer). Once critical mass is reached - defined as 50 - Sonos will kick off the celebration and release festive surprises like product giveaways and all-new Sonos Radio.
“No matter how we celebrate the holidays, it’s a time of year that makes us feel more connected, joyful and nostalgic, whether it’s listening to that jolly song that brings back vivid memories of baking with your family, or watching that seasonal flick that makes your eyes well up no matter how many times you’ve seen it,” said Pete Pedersen, VP Marketing at Sonos. “There is certainly a level of passion and anticipation around when the season actually arrives, so this year we didn’t want to just help our listeners feel more festive by connecting them to their favorite holiday content, but also answering the age-old question: when is it the right time to turn up the holiday sound?”
Trend Themes
1. Holiday Cheer Tracking - Explore the opportunities to launch new tracking systems to measure the holiday spirit and market festive giveaways better.
2. Audio-based Mood Tracking - Develop audio-based mood tracking technologies to gauge sentiment and generate response automation for audio brands and adjacent markets.
3. Real-time Emotional Analytics - Invest in real-time analytics technologies that gauge emotional responses across digital channels to generate tailored offerings and unique festive experiences.
Industry Implications
1. Audio Tech - Audio technology companies can leverage holiday tracking software to upgrade products and enhance customer experiences throughout the year.
2. Entertainment - Entertainment companies can use mood-based analytics to personalize content and generate more relevant, emotionally-charged holiday experiences for customers.
3. Marketing - Marketing firms can leverage emotional analytics technologies during holiday seasons to offer personalized and tailored campaigns that provide consumers with unique holiday experiences.
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