Specialty bedding producer Dormeo Octaspring is offering a new Range Rover as a prize for a contest that aims to "drive" consumers into retail doors across the country.
Launched on Labor Day, the contest calls for participants to create their own 30-second TV commercial that, if selected, could be produced and aired nationally as part of Dormeo's marketing campaign, the company said. The winner will also receive a 2013 Range Rover Evoque.
The contest requires interested consumers to submit a commercial script and phone video script for a television spot or a self-shot video highlighting any mattress in Dormeo's current bedding lineup and discuss what they love most about that mattress. The winning commercial, judged on creativity, originality and relevance to the contest theme, will earn its creator the Range Rover Evoque, tagged with the Dormeo Octaspring logo to increase brand recognition.
"At Dormeo Octaspring, we are fully invested in pulling consumers into stores for the benefits of one-on-one interaction with our knowledgeable retail sales associates, and we do this through our strong advertising program," said Chief Marketing Officer Dany Sfeir. "From September through January, each of our print, television and Web-based advertising efforts will call attention to the contest."
To support the contest, the company is creating a new point of purchase program including three-dimensional marketing materials and a contest overview that will be sent to its retailers in the United States. In addition, all of the company's multimedia marketing efforts will promote the giveaway now through the close of the entry period.
The contest runs through Jan. 20. Scripts will be reviewed at the winter Las Vegas Market and the winner will be announced Jan. 29.
