Marketing Beautyrest Sponsors Innovative Musical Experience At SXSW


By Gretchen Kast 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 per- formance, SLEEP


. Scored for piano, strings, electronics and


vocals, SLEEP is an eight-hour musical expe- rience 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 mattress- es replaced traditional concert seating so


attendees could immerse themselves in the overnight experience.


“One of the most pervasive misconcep- tions of sleep is that it’s simply our bodies ‘turning off,’” said Warren Kornblum, interim Chief Marketing Officer, Serta Simmons Bed- ding. “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 compa- ny provided additional experiential enhance- ments for performance attendees. “At Beautyrest we are dedicated to con- tinued innovation and have been research- ing sleep and developing unparalleled mat- tress 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 lo- cal 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 net- working opportunities. As an event sponsor, Beautyrest had the opportunity to align its brand with cutting-edge innovation and cul- ture, engage with global tastemakers and ex- pand the expectations of what marketing can look like for the sleep industry. Visit sertasimmons.com


14 Sleep Retailer / Spring 2018


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