%202.webp)
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.
.webp)
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.
.webp)
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.
X Games
Across two major events, SMT helped X Games convert live-event excitement into a connected fan base, collecting verified emails, surfacing fan preferences, and delivering measurable value for partners.
%201.webp)
