Sealy's New Mattress Ad Sends You Hopping Around the Internet
Sealy has posted a new ad on Twitter, but that's just the beginning of a journey through through the Internet, should you choose to come along for the ride.
First, check out the Twitter ad (which the agency, Cornett, actually describes as a "press release" for the media):
With the newest Sealy Hybrid, you get the best of both worlds – classic innersprings and advanced memory foam. It’s everything you need in a mattress. Please click this link to continue: https://t.co/orWDnR0pI8 pic.twitter.com/D5z7oLeS80— thesealyguy (@thesealyguy) August 1, 2018
As you can see, there's a bit.ly link at the end of the tweet, which sends you to Instagram, where the pitch continues. The Instagram post encourages you to click on the link in the bio, which takes you over to YouTube.
And so on.
In total, the campaign takes you to eight Internet platforms—Twitter, Instagram, YouTube, Facebook, Reddit, Tumblr, Quora and LinkedIn. The LinkedIn post encourages you to visit a ninth site, Sealy.com.
The conceptual tie-in? The ad promotes the brand's Hybrid line of mattresses, and the muti-platform stunt is itself a kind of hybrid advertisement.
"The idea just came about after a few brainstorming sessions around how to best push out the new Sealy Hybrids, specifically to the media," Whit Hiler, creative director at Cornett in Lexington, Kentucky, tells Muse. "This concept rose to the top quickly because it was unique, fun, easy to execute, inexpensive and worked really well to communicate the product. Overall it just seemed like a great fit for the new Sealy Hybrid. Plus the idea also worked well with our 'Sealy Guy,' whom we have build a lot of social ad content around over the past year."
And in the end, the scope of using eight Internet platforms wasn't actually very complicated.
"We did have to create and recreate the chain a number of different times after our revisions and the client's revisions, but overall that wasn't that big of a deal," says Hiler. "It all came together pretty quickly."