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L&P launches Virgin Mattress online contest

Promotes new VertiCoil Edge innerspring

CARTHAGE, Mo. — To promote its new VertiCoil Edge innerspring, Leggett & Platt is launching a national contest for consumers. New mattresses will be awarded to two winners in the Take A Virgin Mattress Home Contest.

From May 17 through July 31, visitors to the Leggett & Platt social site, TheVirginMattress.com, can compete to win a VertiCoil Edge mattress. VertiCoil Edge is a new innerspring technology and is part of the VertiCoil family, which enjoyed the most successful product launch in the history of Leggett & Platt's Bedding Group, the company said.

To participate in the contest, visitors must answer five questions about their current mattress, personal relationships and mattress-purchasing habits.

The contest is part of a new social media campaign Leggett & Platt designed to engage and connect with consumers. The company also will air a series of webisodes, or short Internet videos, following an engaged couple on the quest to purchase their first new mattress together.

"This is something that's completely new for the bedding industry," said Mark Quinn, executive vice president of marketing for Leggett & Platt's Bedding Group. "We're launching a social media campaign that takes a fun look at the process of purchasing a new mattress, while poking fun at the role a mattress plays as it relates to intimacy. Risque humor, racy sidekicks and cheesy salespeople are all incorporated into a tale that showcases how a great mattress contributes to the best relationships."

A panel of judges will determine the top 20 survey responses, and visitors to TheVirginMattress.com then can vote to select the two winners from the pool of semifinalists.

Semifinalists can pass along links to the contest site and use their social networks to encourage others to vote for them. The two entrants with the most votes will win a VertiCoil Edge mattress, valued at about $1,300, and will become featured bloggers who will write about their relationship with their new mattresses on a blog at TheVirginMattress.com.
Leggett & Platt will support and promote the contest and webisodes through YouTube, Facebook, Twitter and Flickr. There is also a Virgin Mattress iPhone app, which consumers can download for free in June.

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