Beautyrest is pushing the envelope on sleep industry marketing as a premiere sponsor at last month’s SXSW Festival in Austin, TX. The brand was there to support noted composer Max Richter, as he made the North American debut of his overnight experiential music performance, SLEEP.
Scored for piano, strings, electronics and vocals, SLEEP is an eight-hour musical experience intended to send the listener to sleep. Designed as “personal lullaby for a frenetic world,” the piece is “a manifesto for a slower pace of existence,” Richter explained. At the SXSW performance, Beautyrest mattresses replaced traditional concert seating so attendees could immerse themselves in the overnight experience.
“One of the most pervasive misconceptions of sleep is that it’s simply our bodies ‘turning off,’” said Warren Kornblum, interim Chief Marketing Officer, Serta Simmons Bedding. “Together with Max Richter, Beautyrest is celebrating sleep as an active state, when we restore and repair our bodies overnight in order to reach our full potential tomorrow.”
Released to great critical acclaim in 2015, SLEEP was performed throughout Europe before finally receiving its North American premiere at SXSW. In order to elevate the traditional concert experience, Universal Music Group and Brands brought together top-tier brands as sponsors. In addition to Beautyrest, Philips served as a secondary sponsor for this event. As a global leader in health technology with nearly 40 years of deep clinical expertise in sleep, the company provided additional experiential enhancements for performance attendees.
“At Beautyrest we are dedicated to continued innovation and have been researching sleep and developing unparalleled mattress technology for close to 150 years,” Kornblum continued. “And we know that only when we achieve optimal sleep can we be our best awake selves.”
Following the event, Universal Music Group and Beautyrest donated all mattresses to local Austin-based charities SAFE and Austin Disaster Relief Network.
For more than 30 years, SXSW has been an essential destination for the convergence of the interactive, film and music industries. The event features sessions, showcases, screenings, exhibitions and a variety of networking opportunities. As an event sponsor, Beautyrest had the opportunity to align its brand with cutting-edge innovation and culture, engage with global tastemakers and expand the expectations of what marketing can look like for the sleep industry.