Sealy Promo IN BED by Leo Burnett Chicago

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Industry Software & Multimedia Productions, SaaS, Mobile applications
Media Promo & PR
Market United States
Agency Leo Burnett Chicago
Executive Creative Director Shane Hutton
Creative Director Lee Walters
Account Supervisor Mark Poczos
Released February 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: SEALY
Date of First Appearance: Feb 2 2011
Entry URL:
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: Shane Hutton (Leo Burnett Chicago)
Creative Director: Lee Walters (Leo Burnett Chicago)
Copywriter/Art Director: Rene Delgado (Leo Burnett Chicago)
Copywriter/Art Director: Alex Esseveld (Leo Burnett Chicago)
Interaction Designer: Teri Durkin (Arc Worldwide Chicago)
Technical Lead: Mike Dekoekkoek (Arc Worldwide Chicago)
Digital Strategist/Mobile: Nick Fotis (Arc Worldwide Chicago)
Agency Executive Producer: Denis Giroux (Leo Burnett Chicago)
Agency Producer: Joe Kehoe (Arc Worldwide Chicago)
Planner: Kelli Johnson (Leo Burnett Chicago)
Quality Assurance Tester: Michael Mannarino (Arc Worldwide Chicago)
Account Director: Karla Flannery (Leo Burnett Chicago)
Account Director: Christa Tanner (Leo Burnett Chicago)
Account Supervisor: Mark Poczos (Leo Burnett Chicago)
Production Company: (Buongiorno)
Media placement: Mobile Application - Preroll Ads On Youtube, Android Marketplace, ITunes Store, Sealy Website - 2 February 2011

Describe the objective of the promotion.
The mobile app is designed to generate buzz leading up to the launch of the Posturepedic campaign, and help Sealy start a new type of conversation with younger consumers. We want to engage with consumers in a completely different way that allows them to demonstrate their own creativity while driving awareness for the Posturepedic brand: Whatever you do ‘in bed’, Sealy supports it.

Describe how the promotion developed from concept to implementation.
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.

Explain why the method of promotion was most relevant to the product or service.
The mobile app is being promoted online via, YouTube, and Sealy’s Facebook and Twitter Pages. Sealy has invested in digital media to promote the app through SEM and display banners on mobile networks, YouTube, and Facebook. We are driving consumers to visit these channels and download the app. Additionally, we’ve developed high impact rich media placements that are maximising awareness and driving downloads of the app.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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.