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From Home Furnishing Business

Restonic Celebrates 75 Years with Contests

Bedding vendor Restonic celebrated its 75th anniversary this year with three unique diamond-themed contests: Dare to Dream, Lei Down Sweepstakes and Twinkle Twinkle.

“In these trying economic times, we’re very grateful to be celebrating our 75th anniversary and felt the best way to honor this milestone was to give back to the people who’ve made it possible,” said Ron Passaglia, president and CEO of Restonic, Buffalo, N.Y. “Since our inception in 1938, we’ve been focused on exceptional customer service and value--what’s more valuable than giving our fans the treat of their lives?”
 
Restonic’s three contests all carried a twist on the diamond theme with prizes that ranged from a free mattress set to a week in Diamond Head, Hawaii, to a diamond ring. More than 20,000 people participated in the contests, which were held online and promoted through the company’s social media channels throughout the year.
 
The Dare to Dream Giveaway ran in three installments in May, July and September. Entrants were asked to submit a photo that depicts why they need a new mattress along with a 75-word caption. Each of the three winners received a ComfortCare Signature mattress. One winner, chief of staff of a children’s empowerment network in Beltsville, Md., chose her mattress at Wolf Furniture, where she told staff her work days can be as long as 14 hours. Wolf’s was pleased to help her choose a mattress to offset her long shifts.
 
The Twinkle Twinkle Contest Pinterest-based promotion required entrants to “follow” Restonic on the platform and create a wedding themed board in honor of the prize, a 2-carat diamond ring. The contest ran for two months. Restonic supported the dreams of a young couple in Buffalo, N.Y., by staging a proposal and delivering a diamond ring with a stand-in groom, a 6-year-old-boy. The bride-to-be said yes.
 
The grand finale to a year of celebrating was the Lei Down Sweepstakes, which ran for 15 weeks. Participants completed an entry form to be entered to win an all–inclusive, five-day trip for two to Diamond Head, Hawaii. Leah from Madison Wisconsin was so thrilled to win that she snapped pictures of “Resty” the bear as he relaxed alongside her on the beach. The company’s social media joined in the conversation through the winner’s week away.
 
“It seems fitting that on our 75th jubilee, we ventured away from traditional advertising and utilized new media to reach consumers,” said Passaglia. “By interacting on our social media channels, we were able to produce strong results that supported our licensee and retail partners’ sales strategies.”



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