Beautyrest celebrated its “Be More Awake” marketing campaign launch by partnering with Universal Music Group to present three performances of Max Richter’s SLEEP, an eight-hour-long concert designed to lull listeners to sleep with relaxing orchestrations that incorporate piano, strings, electronics and vocals. Beautyrest’s sponsorship of the concerts received significant media attention, with outlets like Fast Company, The New York Times, NPR and Vogue covering the brand’s involvement in the performance series.
“Our sponsorship of Max Richter’s SLEEP served as a phenomenal kickoff for the ‘Be More Awake’ campaign,” said Beautyrest Vice President of Marketing Communications Michelle Montgomery. “Because SLEEP is such a unique experience, we knew the concerts would garner strong media interest, but the more than 225 million media impressions about the event beat our expectations. In achieving such significant media attention, the program successfully highlighted the Beautyrest brand while emphasizing the idea that consumers should ‘Be More Awake’ and rethink the role a mattress plays in their waking success.”
Beautyrest’s sponsorship of the concerts began with the North American debut of SLEEP in Austin, Texas, during the SXSW Music Festival, which is known for innovative music performances and draws media from around the world. To maximize media attendance, two additional performances occurred in New York City, where many prominent national media outlets are based. Audiences at both locations included invited guests and members of the media, and although only select SXSW badge holders could attend the Austin concert, members of the public could purchase tickets to the New York experiences.
A key aspect of the program that set it apart from other concerts was that audiences experienced SLEEP while lying on Beautyrest mattresses, which replaced traditional concert seating and allowed attendees to fully appreciate the music along with the comfort and support that accompanies Beautyrest beds. The brand also showcased its support of the concerts through on-site signage that tied into the “Be More Awake” campaign and through a special in-bed AWAKE experience that followed each performance of SLEEP. After the concerts’ conclusion, Beautyrest helped attendees be their most awake selves by offering in-bed yoga and meditation sequences. In addition, the brand provided audiences a preview of the new Beautyrest “Be More Awake” commercial and discussed the important role sleep plays in helping people reach their potential.
“Sponsoring SLEEP was the perfect way to launch our ‘Be More Awake’ campaign,” said Montgomery. “The concerts succeeded in creating buzz about Beautyrest in the weeks leading up to the summer selling season, and now that the campaign is up and running, we are reinforcing the ‘Be More Awake’ message through TV, social media, and digital channels. Plus, retailers can access campaign elements for use at Beautyrestdealers.com.”
On top of providing audience members with a comfortable concert experience, Beautyrest’s sponsorship of SLEEP helped local residents in need get better sleep as well. The brand donated the mattresses from the concerts to the Austin Disaster Relief Network (ADRN) and Stop Abuse for Everyone (SAFE) following SXSW and to Help U.S.A. via the Pajama Program after the New York performances. The charities ensured the beds were given to families recovering from natural disasters, domestic violence or poverty.