Leggett & Platt to Conduct Social-Media Campaign for Innerspring Launch
CARTHAGE, Mo.-Leggett & Platt is readying a social-media effort as part of the introduction of its VertiCoil Edge, a new innerspring available at a value price point.
Called The Virgin Mattress, the campaign is scheduled to debut on May 6 at TheVirginMattress.com. It includes a series of Webisodes (short Internet video episodes) depicting a fictional engaged couple who are trying to purchase their first mattress together, and offering "an uncensored look into all aspects of the couple's life," according to a Leggett & Platt statement. These Webisodes will be supported by a campaign microsite and consumer outreach on the social-media sites Flickr, YouTube, Facebook and Twitter.
Consumers will have a chance to win their own Virgin Mattress through a contest hosted on the microsite. Leggett & Platt said it is also working on an iPhone application for the Virgin Mattress.