Tempur-Pedic® needed to generate sales through the direct channel and acquire new high-quality leads for future marketing efforts. The holiday season was selected to launch a promotional campaign including a sweepstakes, direct mail, email, SMS text, banner ads, TV and Website.
Analytics indicated that the holidays were a key sales period for retail, and an optimal time period to generate leads. This was an ideal time for Tempur-Pedic to launch this campaign and boost sales, however they would have to break through the clutter of holiday advertising.
The creative idea, “Snuggle Up and Win,” was designed to communicate the promotional sweepstakes through the theme of holiday gifting, togetherness and relaxation.
Entries were received beginning post-Thanksgiving through the 12 days of prize giveaways (the first week of December). Each day of giveaways built up to the final day of winning the ultimate gift—your dream bed. The strength of multichannels was leveraged to push initial sweepstakes registration and daily entries.
3 catalogs, 32 emails, a TV spot, and banner ads drove consumers to a sweeps Website. Reminder emails and mobile messages drove daily repeat traffic.