333. Sealy Mattress - In Bed Tagger.
Mar 9, 2011 at 10:48AM
jj

Okay, although this may be slightly sophomoric, it sure is nice to see a relatively conservative company show some personality every once in a while. Sealy Mattress has launched a mobile app, The Sealy In Bed Tagger App, that allows users to add the words in bed to pretty much any sign, text or whatnot they see in the real world, and upload that to their social media outlet of choice. (Yes, reminiscent of what some people do to the end of their fortune cookies at their local Chinese food joint.) It's available in both iPhone and Android flavors.

One of the stills from their intro video:

Here's the introduction straight from the manufacturer's/agency's copywriter: 

"Transform everyday objects, moments and photos into the ultimate fortune cookie joke. Quickly snap tagged pics and pass them on to your friends and social universe. Silly? Yes. Life affirming, probably not, but we challenge you to capture an image that doesn't work...in bed.™ Go forth and remember — Whatever you do in bed, Sealy supports it™"

I don't need to say too much more about this little project, but it's one example of advertising that isn't trying too hard to change the world. It's simply giving people a way to have fun with their brand, a brand that isn't necessarily known for being all that provocative or interesting. They are showing their fun side and I think people will reward them for that. They could have done a mattress buying guide app or something more traditional but that wouldn't have generated much press or interest from anyone for that matter. This app took a little guts to approve and although it may not be smart; it's genius - if you know what I mean. And I don't say it too often, but...I wish I had done this. Great job.

And they were relatively (appropriately) racy in their intro video:

(The last I knew agency Cramer-Krasselt was the agency of record, but that might have changed. Anyone know if they were responsible for this little gem of an idea?)

Article originally appeared on Graphicology (http://www.graphicology.com/).
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