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:
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