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Leggett & Platt's Take A Virgin Mattress Home Contest and Virgin Mattress Social Media Campaign Launches

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To promote its new VertiCoil Edgeinnerspring, Leggett & Platt announced that it is launching a national contest for consumers. The 127-year-old leader in the bedding industry is awarding new mattresses to two lucky participants as part of the Take A Virgin Mattress Home Contest. 

From May 17 through July 31, visitors to the Leggett & Platt social site, TheVirginMattress.com, can compete to win a new VertiCoil Edge mattress. VertiCoil Edge is the newest technology in innerspring and is part of the VertiCoil family, which enjoyed the most successful product launch in the history of Leggett & Platt’s Bedding Group. To participate in the contest, visitors must answer five questions about their current mattress, personal relationships and mattress-purchasing habits.  

The Take A Virgin Mattress Home Contest is part of a new social media campaign Leggett & Platt designed to engage and connect with consumers. To coincide with Leggett & Platt’s recent launch of VertiCoil Edge, the company will air a series of comedic webisodes, or short Internet video episodes, that follows an engaged couple on the quest to purchase their first new mattress together.  

"This is something that’s completely new for the bedding industry," said Mark Quinn, executive vice president of marketing for Leggett & Platt’s Bedding Group. "We’re launching a social media campaign that takes a fun look at the process of purchasing a new mattress, while poking fun at the role a mattress plays as it relates to intimacy. Risque humor, racy sidekicks and cheesy salespeople are all incorporated into a tale that showcases how a great mattress contributes to the best relationships."    

A panel of judges selected by Leggett & Platt will determine the top 20 survey responses, and visitors to TheVirginMattress.com then can vote to select the two winners from the pool of semifinalists. Semifinalists can pass along links to the contest site and use their social networks to encourage others to vote for their submissions. The two entrants with the most votes will win a new VertiCoil Edge mattress, valued at approximately $1,300, and become featured Virgin Mattress bloggers, who will share their relationship with their new mattress on a blog on TheVirginMattress.com.

"We’re happy to award two consumers their own virgin mattresses," said Mark Quinn. "Consumers are already talking about sleep and their relationships, and as an industry leader, Leggett & Platt needs to join these conversations. We hope consumers will enjoy watching the webisodes, pass them along and enter the contest." 

Leggett & Platt will support and promote the contest and webisodes through YouTube, Facebook, Twitter and Flickr. There is also a Virgin Mattress iPhone app, which consumers can download for free in June.  

To view the official rules of the Take A Virgin Mattress Home Contest, visit TheVirginMattress.com.  

About Leggett & Platt: Leggett & Platt (NYSE: LEG) is a diversified manufacturer (and member of the S&P 500) that conceives, designs and produces a broad variety of engineered components and products that can be found in most homes, offices and automobiles. Leggett & Platt serves a broad suite of customers that comprise a "Who’s Who" of U.S. manufacturers and retailers. The 127-year-old company (founded 1883) is comprised of 19 business units, 19,000 employee-partners, and more than 140 facilities located in 18 countries. Leggett & Platt is North America’s leading independent manufacturer of: a) components for residential furniture and bedding; b) components for office furniture; c) drawn steel wire; d) automotive seat support and lumbar systems; e) carpet underlay; f) adjustable beds; and g) bedding industry machinery for wire forming, sewing and quilting. 

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