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King’s Cross Station and encouraged the capital’s residents and commuters to donate their unwanted speakers as part of a “Listening fails” amnesty.
The new Sonos PLAY:1 was given out in exchange to the first 300 consumers to donate their old speakers, as part of the brand’s mission to get people to #ListenBetter.
Artists from local art collective MADE created a unique art installation with all the donated speakers, as a centrepiece for the campaign at King’s Cross. Each speaker was sprayed gloss black and placed in a large cube, surrounded with LED lighting – a towering monolith representing London’s collective “listening fails”.
The installation was estimated to have more than one million eyes on it during its three-day residency outside King’s Cross Station.
More fans were given access to the amnesty experience through Instagram Stories, boasting a nearly sixfold increase in engagement in comparison to Sonos’ regular Instagram posts.