Tempur-Pedic Snuggle Up and Win
From spark to sweet dreams
The Opening
The holidays gave us the opening.
A mattress is a once-a-decade purchase, which is a polite way of saying that most of the year Tempur-Pedic has nothing urgent to say. The holidays gave us the opening. Snuggle Up and Win wrapped a sweepstakes in the warmest territory the brand owns, gifting, togetherness, and the ultimate present under any tree, your dream bed.
The Mechanics
Built for habit.
Enter at Thanksgiving, come back daily through twelve days of giveaways, share with friends for extra chances, each day's prize building toward the finale where the winner picks the bed of their dreams. We drove it through direct mail, catalog, email, social, and DTC television, every channel funneling to a single landing page.
I led the whole holiday kit as Creative Director, from art direction and copy through UX and the catalog itself, all wrapped up in comfort and joy.
You only buy the bed once a decade. The trick is being the brand they dream about in between.
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