Simmons holding ‘Question of the Day Sweepstakes'
Seeks to build brand excitement, online relationships
Furniture Today Staff -- Furniture Today, December 2, 2009
ATLANTA — Simmons has launched an online promotion called the "Question of the Day Sweepstakes," to run through Jan. 31.
The bedding major said its online marketing strategy leverages Web-based communication technologies as a way to generate excitement about the Simmons brand and to build relationships with online consumers.
The new contest features a straightforward question and multiple-choice answer format. One question will be posted each day on the contest Web site at http://sweepstakes.simmons.com. Topics will include Simmons brands, company history and sleep tips, and all answers can be found on the company's Web site at www.simmons.com.
One winner will be selected from each day's entrants and will receive a prize of Beautyrest pillows or sheets, courtesy of Simmons licensee Louisville Bedding. Daily winners will be entered into a grand-prize drawing for a Simmons Beautyrest Black mattress valued up to $3,000.
Simmons also announced that it awarded 10 Beautyrest mattresses in its "I Really Want My Beautyrest Mattress" contest, which ran from July through September and drew 250 entries. Entrants told stories about why they wanted a new mattress, and winning entries were chosen in online balloting that drew more than 37,000 votes, the company said.
Simmons encouraged participation in the promotion through online tools including links on the Simmons and Beautyrest home pages, a refer-a-friend feature on the contest Web site, a monthly e-mail newsletter to consumers and social media components such as a Facebook application and Twitter posts. Simmons also provided retailers with a contest widget that they could host on their store's home page.
Together, these efforts helped to generate more than 178,000 page views of the promotion's Web site, http://contest.simmons.com.
"Given the rise in social networking and the fact that most consumers use the Internet to research major home purchases, we've taken the opportunity to reach consumers directly through online contests and sweepstakes," said Tim Oakhill, Simmons' executive vice president of marketing. "Our online communications efforts are designed to engage consumers in a dialogue that provides them with a better understanding of Simmons and of how our products will help them obtain a better night's sleep."
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