Tempur-Pedic made a splash at the SXSW Festival this year with a unique marketing activation. In addition to sponsoring VOX Media’s “The Deep End” experience, the company also tapped nine social influencers attending SXSW to “tip” a brand new 2018 Tempur-Pedic mattress to a deserving service industry worker they encountered at the event. The influencers then shared footage of their generosity on their popular social channel—further extending the reach of this brand marketing beyond the festival.
As part of its current brand strategy, Tempur-Pedic’s mission is to provide “power” through transformative sleep. The company took this goal a step further at SXSW. With more than 400,000 people descending on Austin, TX for the festival, Tempur-Pedic saw an opportunity to recognize and reward the hard-working people who truly power the SXSW experience. In lieu of a dollar amount, the influencers had the chance to “tip” a service industry worker—whether a server, barista, Uber driver, festival volunteer or concierge—with a new Tempur-Pedic mattress that was valued up to $2,800.
Tempur-Pedic also teamed up with VOX Media during the festival. As a sponsor, the brand helped enhance the media company’s event space with a relaxing, lounge-like atmosphere. Designed to be an immersive experience for festival goers, The Deep End featured three days of storytelling, live podcasts, musical spotlights, food trucks and classic arcade games. The SXSW Tempur-Pedic Spectator Lounge was equipped with new 2018 Tempur-Pedic mattresses, which were set up for guests to sit on while they caught a live podcast taping, musical act—or just hung out.
By combining a major event sponsorship with a unique digital influencer marketing campaign, Tempur-Pedic was able to maximize its brand visibility throughout the SXSW festival and beyond—engaging with a wide range of young, digitally-savvy consumers.
Check out some of the influencer "tip" videos below:
Did you know the average restaurant chef works 70+ hours a week and they’re on their feet all day? When @TempurPedic reached out to me and asked if I would be interested in tipping a brand new #TempurPedic bed to a service industry individual, I immediately said yes and reached out to my friend, Chef Kevin of @emmerandrye. Chef Kevin told me about one of his hardest working staff member, Sous Chef Keith, who moved here from the midwest when he was 20 years old and rode his bike to work every day for 2 years. Keith and his girlfriend currently share a twin mattress in their apartment. As an Austin food blogger, it’s a privilege to support our local restaurants but to also have the opportunity to pay it back to our hard working restaurant community. Thank you @TempurPedic! #ad #ThisSleepIsPower Video production by @dannyjsolano
I write a monthly column called “Living Kindly,” which - at the core- focuses on being good to yourself, keeping life simple, and doing the things that make you feel good. One of those things is paying it forward whenever possible. • For the past few weeks, @kellyjstocker has not only volunteered her time to help me, but has checked in with me every day to make sure I was doing ok, staying hydrated and eating. Not a day went by where I didn’t see a text pop up that said, “Friend: can I get you anything?” • When @tempurpedic reached out & asked “Who has helped power you through the week and deserves the power of sleep?” Kelly was my no-brainer choice. I’m so happy I got the opportunity to “tip” her with a mattress and thank her for the help. Plus, sleep is my ALL TIME favorite way to recharge. • Swipe through to see Kelly’s reaction. Whenever you can pay it forward, do. Putting good out into this world always comes back. This is Living Kindly. #ad #TempurPedic #ThisSleepIsPower