Mattress Firm Sleepover Sweepstakes


Driving fan engagement beyond email signup with a smarter sponsored sweepstakes.


Mattress Firm sought ways to maximize its sweepstakes sponsorship with the 49ers by building brand awareness and acquiring 1P data about its fans.


The 49ers partnered with SMT to launch a Gamified Giveaway – a smarter sweepstakes that drives instant engagement beyond the email acquisition.

The campaign would deliver a more engaging experience for fans to interact with the 49ers and with the Mattress Firm brand. Through a 49ers branded mobile experience that rewarded fans with entries for every Mattress Firm interaction in a gamified way, Mattress Firm provided their audience with numerous opportunities to learn about and engage with the brand. Simultaneously, this strategy allowed Mattress Firm to glean valuable insights into fans’ preferences and behaviors.