This year, Tempur-Pedic launched the TEMPUR-ProAdapt and TEMPUR-Adapt mattress models, an important innovation for the brand. There’s nothing like a Tempur-Pedic — and our customers know that as soon as they feel our unique TEMPUR material.
To drive primary consideration for Tempur-Pedic and get more customers to experience our product, we brought our new mattresses and pillows to SXSW 2018 in partnership with Vox.
We created a custom-built media partnership with Vox at The Deep End space at SXSW. Tempur-Pedic sponsored the spectator lounge and podcast area with custom branding and product integration to launch the new TEMPUR-Adapt and TEMPUR-ProAdapt mattresses. The event included influencer activations and branding in the popular SXSW space that hosted well-known podcast speakers, music, etc.
The Tempur-Pedic lounge included a heavily branded social-photo-friendly Tempur-Pedic pillow wall and Tempur-Pedic mattress seating, where over 2,000 guests relaxed and recharged on TEMPUR-Adapt and TEMPUR-ProAdapt mattresses, experiencing the newest Tempur-Pedic innovation. Bed bases were branded with the “LIE DOWN. POWER UP.” campaign line. Visitors used the space to charge their electronics on Tempur-Pedic branded tables. In the Podcast space, over 1,200 guests sat on Tempur-Pedic seat cushions and branded chairs.
people visited the lounge over the course of three days
guests sat on Tempur-Pedic mattresses
guests sat on Tempur-Pedic seat cushions