MARKETING


Tempur-Pedic Spotlights Generosity With Creative Influencer Marketing Campaign At SXSW


By Christopher Schriever Tempur-Pedic made a splash at the SXSW Festival this year with a unique marketing activation. Media’s


In addition “The Deep End” experience,


to sponsoring VOX the


company also tapped nine social influencers attending SXSW to “tip” a brand new 2018 Tempur-Pedic mattress to a deserving ser- vice industry worker they encountered at the event. The influencers then shared footage of their generosity on their popular social chan- nel—further extending the reach of this brand marketing beyond the festival. As part of its current brand strategy, Tem-


pur-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 atmo- sphere. Designed to be an immersive expe- rience for festival goers, The Deep End fea-


tured three days of storytelling, live podcasts, musical spotlights, food trucks and classic ar- cade games. The SXSW Tempur-Pedic Spec- tator 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 maxi- mize its brand visibility throughout the SXSW festival and beyond—engaging with a wide range of young, digitally-savvy consumers. Head over to SleepRetailer.com to watch some of the influencers’ “tip videos” now. Visit tempurpedic.com


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