TEMPUR® UK’s 2023 partnership campaign with Xbox, marking its flagship release, Starfield, has been nominated in the ‘Inspiring Examples of Partnership or Collaboration’ category of the Drum Marketing Awards, which takes place in June.     

The campaign was conceived to launch Starfield, one of Xbox’s flagship AAA releases for 2023. The creative execution connected the game’s spacefaring narrative and aesthetics with technology-driven mattress manufacturer, TEMPUR®, and its shared NASA heritage. It tapped into one of the cornerstones of global gaming culture – “gaming rigs” – and envisaged “the Dream Chair” as the ultimate, one-of-a-kind gaming chair, featuring NASA grade materials and a Sci-Fi infused aesthetic.

“Boldly going where no brands had gone before, this innovative partnership, bringing together one of the world’s leading gaming platforms with the only mattress and pillow brand recognised by the space foundation, delivered a unique, immersive experience through highly crafted experiential and digital storytelling,” TEMPUR said.

On being shortlisted, Tobin James, TEMPUR® UK Managing Director, commented: “Collaborating with the Xbox team on the release of Starfield has been a great experience. Together we produced the ultimate gaming chair, which was unveiled at the world’s largest gaming event, Gamescom, and the resulting worldwide media coverage and social media buzz has created fantastic consumer engagement with TEMPUR®.”