Simmons Beautyrest uses contests to reach consumers

In an effort to more directly target consumers and boost brand awareness, Atlanta–based Simmons is running a series of online contests.

The bedding maker recently announced the winners of its “I Really Want My Beautyrest Mattress” contest, held online from July 1 to Sept. 30. On Dec. 1, Simmons launched an online “Question of the Day Sweepstakes,” which runs through Jan. 31.

The contests are part of an overall strategy “designed to engage consumers in a dialogue that provides them with a better understanding of Simmons and of how our products will help them obtain a better night’s sleep,” said Tim Oakhill, executive vice president of marketing.

Simmons received 250 entries for its “I Really Want My Beautyrest Mattress” contest and more than 37,000 votes were cast. Participation was promoted through online tools including links at the Simmons and Beautyrest home pages, a specific contest Web site, Facebook updates and Twitter posts. Each of the 10 winners received a Beautyrest mattress. View the winning entries at

The “Question of the Day Sweepstakes,” found at, features a daily question about Simmons brands, company history and sleep tips. Winners are chosen daily and each receives pillows or sheets, courtesy of Simmons licensee Louisville Bedding Co.

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