Simmons mattresses to appear on silver screen
Company donates beds for Dustin Hoffman movie
By Furniture Today Staff -- Furniture Today, November 9, 2007
ATLANTA — Simmons marketing executives are jumping up and down about their products’ supporting role in a movie set to open Nov. 16, “Mr. Magorium’s Wonder Emporium.”
A scene in the movie has its two stars, Dustin Hoffman and Natalie Portman, playfully jumping on a roomful of Simmons mattresses. The company supplied 20 mattresses for the scene and even recommended how point-of-sale materials should be placed on the set.
Eleven Simmons logos are clearly visible on signage and pillowcases. The scene is in the movie trailer, which can be viewed online at www.magorium.com.
The bedding major said the product placement is part of its strategy to leverage low-cost, high-impact public relations opportunities. Beyond donating the product, Simmons said it paid no sponsorship fees for the placement.
Meanwhile, Simmons also is working with movie backers Walden Media and Mandate Pictures on what they hope will be a Guinness World Record toy drive. They are partnering with the charity Toys for Tots and will have to collect more than 12,000 pounds of toys by Nov. 13 to set the record.
Toys will be collected online (there’s a link on the www.magorium.com site) and in 10 cities: Seattle, Los Angeles, Denver, Chicago, Dallas, Atlanta, Miami, Washington, New York and Boston. Simmons is collecting toys at five plants in those markets and at its corporate headquarters and research facility in Atlanta.
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'Mr. Magorium' features Simmons mattresses
Nov 18, 2007
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