The mobile app was inspired by the fortune cookie game where one adds the words “in bed” to the end of a fortune. Sealy’s app – the “In Bed™ Tagger” lets people transform everyday objects, moments and photos into the ultimate fortune cookie joke. The “In Bed™” watermark can be placed in the desired location; once the photo is taken, its placement can be adjusted. In partnership with a mobile app vendor, we built versions for iPhone®, iPod Touch® and Android™ mobile devices.

Our challenge was to reframe the role of a mattress from a sleep space to a living space. People are applying the “in bed” tag to typical objects and words bringing to life all the living that happens in bed in a fun, playful manner. After 7 weeks, we’ve had 46,000 downloads.