Daily News Archive
Brought to you by Home Furnishings Business
Leggett & Platt's Virgin Mattress Contest
September 8,
2010 by in UnCategorized 
By Home Furnishings Business in Mattresses on September 9, 2010
Leggett & Platt (NYSE: LEG) has launched a national contest and social media campaign to coincide with the introduction of its newest innerspring, VertiCoil Edge.
The Virgin Mattress Contest will award a new mattress to one consumer. The contest leads up to the re-launch of Leggett & Platt's related webisode campaign.
Through October 11, visitors to Leggett & Platt's The Virgin Mattress YouTube Channel can compete to win a new mattress made with VertiCoil Edge innersprings. To participate in the contest, visitors must upload a video response to The Virgin Mattress Contest video, sharing why they deserve a new mattress.
The Virgin Mattress Contest is part of a social media campaign Leggett & Platt created to engage and connect with consumers. To coincide with Leggett & Platt's recent launch of VertiCoil Edge, the company will air a series of comedic webisodes that follows a couple in their quest to fight off an arch nemesis and save the family mattress store from financial ruin. The campaign was originally slated to launch in May, but was redesigned with a later start date. The videos go live Oct. 13, the same day the contest winner is announced.
"We want to be the first to bring this kind of media to the mattress industry," said Mark Quinn, segment vice President of marketing for the residential furnishings segment of Leggett & Platt, Carthage, Mo. "The Virgin Mattress campaign is back, this time with new characters and new videos that take a fun look at a coupleÃs efforts to redeem their family mattress business. Humorous customers, sleazy salespeople and crazy bedroom stories are all incorporated into a tale that will make consumers think twice about their current mattress."
Entries will be judged on creativity and their legitimate need for a new mattress. The winner will receive a new mattress made with VertiCoil Edge innerspring, valued at approximately $1,300.
Leggett & Platt will support and promote the contest and webisodes through YouTube, Facebook and Twitter. A Virgin Mattress-related free iPhone application will be available for download later this year.
To view the official rules of The Virgin Mattress Contest, visit TheVirginMattress.com.