LEXINGTON: Mattress brand Sealy and retailer Sears have teamed up to surprise homeowners with a welcome kit full of essentials for the first night in their new homes.
The integrated marketing campaign will include a series of videos and photos of a select group of consumers receiving free swag from the brands, including Sealy Posturepedic beds, a $500 Sears gift card, grocery and pizza gift cards, cleaning supplies, and toiletries.
"The goal of this campaign is to show [Sealy’s] proud support of new homeowners who are celebrating their first night at home, and make it easy and comfortable," said Rick Maynard, Tempur Sealy International’s senior manager, PR and corporate communications.
A video series will document the reactions of homeowners who are selected as part of the campaign. The first video was published late last week, showcasing the surprise of the Cregg family who recently relocated to Charlotte, North Carolina from New Hampshire.
As part of the campaign, digital content, including videos and photos, will be posted on Sealy’s Facebook and Twitter pages. The campaign began late last week and is running to the end of the year.
"We are focusing on two pilot markets for right now – Charlotte, North Carolina, and Sealy’s birthplace of Sealy, Texas," said Maynard. "We’ll be surprising several homeowners in each market to start, and may expand the program in the future."
Along with the gift cards donated by Sears for each surprise and delight, Sealy’s campaign is assisted by independent realty companies including Roost and Fogle, Hinze & Associates Real Estate.
"[Because of this assistance], we were able to bring this program to life in an organic way, while offering an unforgettable surprise to a select group of new homeowners celebrating their first night at home," said Maynard.
Taylor is aiding with PR on this campaign. Budget information was not disclosed.
The First Night program is part of Sealy’s 2016 brand campaign, Proud Supporter of You. Maynard explained the idea behind the brand campaign is that Sealy’s mattresses provide support to consumers so they can get a good night’s sleep. But beyond that, the brand is "proud of [its] consumers and wants to show [its] emotional support as they experience key milestones in their lives such as moving into a new home."
In early July, the brand brought its Proud Supporter of You campaign to Sealy, Texas, and sponsored the Sealy Community Foundation’s 2016 Sealybration Block Party.
"In honor of the town’s history of community support and its legacy as the birthplace of the Sealy mattress, the brand worked with the city in declaring Sealy, Texas the ‘Most Supportive City in America,’" said Maynard.
Sealy mayor pro tem Michael Kubricht read a proclamation at the Sealybration event, attended by more than 12,000 guests, and Sealy donated Posturepedic beds to the Sealy Community Foundation and charities they support, Maynard added.
Earlier this month, Sealy also provided mattresses to Andre Palmer and his family, after a photo of him sleeping under his son’s crib at WellSpan York Hospital in York, Pennsylvania, went viral on social media.