With the deserved attention Old Spice received from the twitterati for their well-coordinated campaign, you'd think the new press would be more psyched about Tempur-Pedic's use of social media. Maybe they needed a shirtless actor with six-pack abs (sorry, I'm not available).
If you're not familiar, Tempur-Pedic has done a nice job incorporating social principles into their broadcast media (see TV Spots) and then create infrastructure on their owned media including their .com site and social platforms (Facebook and Twitter).
Look, if you don't see the "sexy" in this, you must not be a digital marketer. This is plenty sexy. There's nothing sexier than practical implementation of today's social tools. For a considered purchase such as a bed, the word of the crowd is very valuable. Notice how they not only enable client stories, but they encourage and facilitate prospects to reach out to others to get their thoughts. And in most of those threads, both happy clients and Tempur-Pedic participate in the conversation.
Unlike the Old Spice campaign, when I did a search on this case study, I was shocked to realize they've been doing this over a year. And I could only find one blog post from IMediaWorks.com and one more from The Super Group. I hope others find this post too. BTW, I'm on a horse...on a foam bed.
Comments