Serta is going all out with support for its newest product innovation called the iComfort mattress. The company is going to launch a full-on ad campaign for this product with television commercials, as well as online campaigns and mobile campaigns. The company is also doing the rounds in social media forum such as Twitter and Facebook for this launch.
At retail stores, consumers can also join the mattress contest where they can snap a photo of the iComfort at any store for what they call a “test rest” and then post it on Twitter.
According to its Senior VP for Marketing —
“We are investing all of our resources to reach the target consumer at every touch point, including social media, where we know she spends a lot of her time online. The new Twitter contest creates a fun and engaging way to get the consumer to visit a retailer, see our impactful iComfort display and experience the product directly.”
All of these will kick offf during Memorial Day and will be running throughout the summer.
The new product is what the company calls a reinvention of the NASA-created memory foam. The iComfort is just as soft, but it’s also made of a gel like material, which makes it even softer. If you want to know more about this, here’s a video that demonstrates its awesome feature:
The iComfort was launched in Feb of this year.