If you live in North American, and occasionally go to a Chinese restaurant you know all about fortune cookies. If you have ever had one, you surely know about the “In Bed” game that you play by placing that phrase at the end of your fortune.
Mattress manufacturer Sealy is capitalizing on that specific little game with a new iPhone application designed to support the companies new tag line, “Whatever you do in bed, Sealy supports it”.
Sealy is encouraging couples to appreciate the benefits of their new Sealy Posturepedic mattress in “After Glow”, a television commercial that aired in New York and Boston Sunday night during the Super Bowl. The ad was launched in conjunction with “In Bed”, a fun iPhone app. designed to complement the commercials. “After Glow”, the first of three Sealy commercials in the campaign, features couples relaxing together in bed, clearly having enjoyed as the theme song says, “Just a Little Lovin'”, and closes with the new tag, “Whatever you do in bed, Sealy supports it”.
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“Slippery when wet… in bed.” is the complimenting iPhone application. This app transforms everyday objects, moments and photos into the ultimate fortune cookie joke. It works by quickly snapping and tagging images and passing them on to your friends and social universe. Is it a silly application? Yes. Is it life affirming, not really, but that isn’t the point. The point is to promote the brand in a fun and clever way that supports the new tag line. And frankly I challenge you to capture an image that doesn’t work, “in bed” and not have fun doing it. Remember, “Whatever you do in bed, Sealy supports it”. Download the In Bed app.