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How to transform a Sweepstake into an Engagement Engine
Mattress Firm wanted a sponsorship that did more than sit on the sidelines. So, together with the 49ers, they launched the “Sleep Over” giveaway: a playful, digital-first activation that got fans exploring products, answering questions, discovering offers, and sharing the experience with friends. The result: high-volume engagement, meaningful product interaction, and a measurable ROI far beyond a traditional sweepstakes.
The Mission
Mattress Firm wasn’t looking for another logo placement or a forgettable “enter to win” form. They wanted to activate their 49ers sponsorship in a way that actually connected with fans, driving education, social growth, and meaningful product discovery. The challenge: make sleep content compelling enough for NFL fans to tap, swipe, watch, explore, and share.
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The Experience
We transformed the partnership into an interactive Sleep Over experience that pulled fans into the brand through a mix of challenges, actions, and mini moments of discovery. Fans explored products, learned about sleep habits, watched short content, interacted with AR, and invited friends; each action building deeper engagement and earning entries along the way.
In short: a smarter sweepstakes designed to educate, entertain, and outperform any basic “enter to win” form.
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The Results
Turns out, sleep hits different when you gamify it:
- $129,000+ in measurable value
- 11,000+ verified emails collected
- 3× higher engagement than traditional sweepstakes
From one social post, Mattress Firm turned a sponsorship into a full-funnel fan engine - proving that when you give fans something fun to do, they show up wide awake.
Pepsi Co
Pepsi Pass turned QR scans on UK and Ireland cans into a six-month stream of games, challenges and rewards, creating a sustained value exchange that drove repeat engagement and delivered high-signal consumer insights.
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