In a bold, innovative partnership that may as well have been written in the stars, we teamed up with international gaming giant, Xbox, for our space-age mattress client, TEMPUR®, to mark the launch of the year’s most anticipated space-themed game, Starfield, and deliver a unique, immersive experience through highly crafted PR, experiential and digital storytelling.

Together, Rooster & Miai (Xbox brand partnership agency) conceptualised the Starfield x TEMPUR® Dream Chair, fusing NASA-born TEMPUR® Material with the exhilarating world of gaming, in a futuristic, one-of-a-kind gaming rig.

With a reported 39.1 million gamers in the UK spending an average of 4 hours 57 minutes gaming per week, the Dream Chair recognises and celebrates the value gamers place on their set-ups and ensures full immersion in their virtual worlds, offering a unique opportunity for players to boldly go where no gamer has gone before from a ‘throne’ fit for a space-faring protagonist.

The Dream Chair was unveiled at the Xbox booth at the world’s largest gaming event, Gamescom 2023, bolstered by a flight through the game’s vivid starfaring universe, featuring world-first footage.

Sci-Fi legend, the Timelord himself, David Tennant, was drafted in to narrate an online teaser that announced the partnership and successfully drove talkability.

After Gamescom, the chair went on tour, enjoying residencies at locations throughout Europe, including its first UK stop at TEMPUR®’s Westfield Stratford store, giving fans and the general public the chance to experience it firsthand.

And the results?

Stellar!

The campaign leveraged a deep, authentic, and credible connection between both brands, positioning TEMPUR® as a forward-thinking, innovative and relevant brand by storytelling around its rich space age DNA.