This campaign consists of integrated TV, digital and mobile elements. The campaign was designed to attract a younger audience to the Sealy brand with the goal of making inner springs relevant in a marketplace where memory foam mattresses are quickly gaining ground. The insight was that people do more than just sleep in bed. We read. We pack for trips. We watch TV. And one thing in particular was something nobody seemed willing to talk about. So we did. And we did it tastefully and in good humour.

The TV element of the campaign was launched with a regional Super Bowl buy in NYC. Subsequently, it was part of YouTube’s Ad Blitz. Concurrent to this, a mobile phone app was created. But it wasn’t a mattress buying guide or online brochure, it was a fortune cookie joke. The app let you put the words "In Bed" next to everyday things to make them funny. We curated a Twitter page to house the best "In Bed" Tweets. And we employed a video dominant online media strategy running both the spot and a video that explained how the app worked. By creating reciprocating traffic loops between the online videos, Sealy.com, Twitter and sources to download the app we were able to create a user experience that had multiple entry vectors all extending a unified campaign theme.

The campaign is only 3 months old and still ongoing, but the success so far has been significant.• Days after launch, Sealy had its first server crash.• 950,000 YouTube views of TV.• Yahoo! voted Super Bowl spot in Top 20.• 50,000 app Downloads.• Facebook friends more than doubled.• Twitter buzz extensive and ongoing.• Campaign picked up by talk show circuit, Regis & Kelly, news outlets, and Glamour Magazine.• OLA placements generating more click through to Sealy.com than Google, Yahoo! and Bing combined.• Google and YouTube want to use campaign as case study.• Sealy’s competition imitating campaign.• Sealy energized and critical dealer relationships transformed.• Retailer support at $27,000,000.• Sales figures cannot be disclosed this quarter, but are way, way up.