South by Southwest is a prestigious interactive festival to garner attention from. On its own website, SXSW describes itself as an “essential destination for global professionals, feature sessions, showcases, screenings, exhibitions, and a variety of networking opportunities.” SXSW is a big deal, and big brands are born here.
Let’s take a minute, sit back and check out one of the most talked about experiential marketing activations at SXSW this year.
Casper, the company that made buying a mattress fun, overcame the typical app-dominated waters of SXSW. They partnered with One:Night and turned a retro hotel into an epic Casper mattress experience.
With the Standard’s One:Night app, festival-goers could book a last minute room for only $99, a price unheard of during SXSW. The rooms sold out instantly. Each hotel room was outfitted with Casper mattresses, pillows, slippers and milk and cookies. And you could even request a “mom” to read you a bedtime story.
This activation was not the only one for Casper at SXSW either.
Casper’s mobile “Nap Tour” is making stops in cities across the US. The “Napmobiles” are equipped with four napping pods, offering consumers a chance to test its products.
After a six-city tour, it stopped in Austin, TX, and hit it off at South by Southwest. Attendees could get an eight-minute power nap in your own personal pod.
Sound like a fun way to shop for a mattress?
These days, consumer experiences govern retail success. Brands need to connect with their consumers on an emotional level to win. And with activations like these by Casper, brands will win.