SXSW 2012


To create an engaging and unique setting to promote new Bed Head products to style-conscious consumers, tastemakers, and trendsetters via VIP bags and sampling at a culturally significant event.


  • Chose to execute the activation at South By Southwest in Austin, TX; secured access to the VIP area of Warner Music Group’s five Warner Sound Showcase events which featured artists such as fun., Santigold, and Chuckie
  • Created unique themed activation that allowed for the brand to dominate the VIP area featuring a queen size bed surrounded by full size samples of the products allowing for consumers to engage with the brand at will, resulting in a natural interaction with the product
  • Set up dry styling stations where brand stylists were able to interact with consumers and utilize the products that were being featured through complimentary styling services


  • Over 10,000 samples were delivered to general consumers, VIPs, and artists performing at the five events
  • Engaged with several of the artists through the use of styling services
  • Received inclusion in significant amount of social media through Warner Sound, Warner Bros., and Atlantic Records outlets