Serta launching iComfort event for Memorial Day
Campaign includes TV, online and mobile programs
David Perry -- Furniture Today, May 24, 2011
HOFFMAN ESTATES, Ill. — Serta is launching a national event to support its new gel memory foam iComfort Sleep System for the Memorial Day sales period. The iComfort Dare to Compare Mattress Event will kick off focusing on the key holiday and will run throughout the summer.
The national television campaign launches today and includes spots for local retailers to run in their markets. The ads are appearing across a variety of networks as well as online. The campaign will generate more than 350 million consumer impressions over the Memorial Day weekend, Serta officials said.
Serta has also invested in an online program to support the event, which includes paid search and banner ads. These ads will link consumers directly to a new, expanded iComfort section on the company's website that now includes videos. Serta will also target smartphone users with a new mobile video program targeting consumers within specific mobile applications or websites relevant to the brand and product. Mobile users will also have the option to visit Serta's new and fully functional iComfort mobile website for additional product information and video. The mobile site is accessible via QR (quick response) codes on all Serta point-of-sales signage and advertising materials.
Participating retailers will benefit from these online programs, as Serta's online store locator has been set up to showcase those retailers running the event. And Serta has given participating retailers a variety of materials to help promote the event in local markets including print ads, Web banner ads and a variety of in-store display materials, the company said.
The iComfort Dare to Compare Mattress Event will also be promoted directly to consumers via Serta's social media platforms, starting with an exclusive Twitter contest launching May 26. The iComfort Twit Pic Challenge will invite consumers to visit an iComfort retailer over the Memorial Day weekend, snap a photo of their iComfort "test rest" to share via Twitter and enter for a chance to win a new iComfort mattress.
"We are investing all of our resources to reach the target consumer at every touch point, including social media, where we know she spends a lot of her time online," said Andrew Gross, senior vice president of marketing for Serta. "The new Twitter contest creates a fun and engaging way to get the consumer to visit a retailer, see our impactful iComfort display and experience the product directly."