Hampton Campaign Turns Consumers Into Bed Heads
Hampton hotels are giving new meaning to the term “bed head” as part of a new campaign and mobile marketing tour designed to promote its new bedding package.
Through July 13, a team of “bed heads” (eight men and women with disheveled hair) is hitting the streets of Los Angeles and Minneapolis, MN as part of a 10-market tour to promote Hampton’s new bedding. The bed heads serve as Hampton’s Czars of Zs, Sultans of Sleep and Duchesses of Dreams, the company said. Hampton defines a bed head as anyone who sleeps so soundly that their hair becomes matted and raised.
During the tour, the Bed Head team will spread the word about their sleep-filled nights in Hampton hotels via a Bed Mobile and distribute coffee gift cards, T-shirts and discount coupons for pajamas on Sleepheads.com. In addition, street teams will perform random acts of kindness to the sleep deprived, including opening doors and distributing umbrellas on rainy days. Other tour stops include Chicago, Dallas, Washington, DC, Houston, Atlanta, New York, Orlando and Toronto.
Hampton hotels, which include Hampton Inn and Hampton Inn & Suites, are replacing its standard bedspreads with a new bedding package, which includes a white duvet cover, down-lie comforter, 200-thread count sheets and multiple pillows with varying firmness. The bedding is part of Hampton’s Make it Hampton initiative to introduce new products and will be available in more than 1,300 locations by Dec. 1.
“We want to turn our travelers into Bed Heads who can get a great night of sleep while away from home and the gleeful, rumpled look of sleeping soundly,” said Judy Christa-Cathey, VP-Hampton brand marketing said in a statement.
As part of the campaign, consumers can upload photos of their own bed head experience at HamptonBedHeads.com. Visitors can view dozens of photos on the site. Hampton selects one photo from the submissions to highlight as its Bed Head of the Day.
Consumers can also enter to win $5,000 under Hampton’s Be a Bed Head Giveaway by registering at HamptonBedHeads.com. Five grand-prize winners get a $5,000 Visa gift card; 500 first-place winners will receive a $150 gift certificate to SleepyHeads.com. Lesser prizes include Bed Head T-shirts.The sweepstakes ends July 31.
Online materials and print ads support. Foote Cone & Belding, Chicago, handles ads, Cohn & Wolfe, Los Angeles, handles p.r; Zipatoni, Chicago, handles the sweepstakes.
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