Drive traffic to Mattress Firm locations and increase sales. Collect consumer information.
Create a national promotion to tie in the the movie “Alexander and the Terrible, Horrible, No Good, Very Bad Day.” Consumers would go to the contest microsite in order to register and submit their essay describing their “terrible mattress” story either written with a photo of their mattress, or in video format on YouTube. Entries were judged to determine the winners. Plus, entrants received a coupon for $100 off their mattress.