We Do More than Just Dream about Technology
The Sleep Number strategy positioned the mattress company as a sleep technology innovator at the 2017 Consumer Electronics Show (CES). Leveraging key media relationships, the team highlighted smart home benefits of the 360 smart bed to tell a unique story and cut through the noise of CES. Strategic elements involved in launching the 360 smart bed at CES 2017 included refining SleepIQ technology and 360 smart bed messaging, advance media outreach with top-tier press, an aggressive industry awards strategy, and influencer activations at main media events.
CES program results included winning 13 show awards, generating 1.4B+ media impressions and 850+ media placements, seeing earned media content shared 90k times via social media; having positive articles appear in top-tier outlets, e.g., CNET, Good Morning America, USA Today, Huffington Post, GQ, Yahoo!, Wired, Good Housekeeping, PC Magazine and Gizmodo; and having the 360 smart bed consistently included in daily round-ups of the hottest and new smart tech gadgets of 2017. And to top it off, Brandwatch recognized Sleep Number as one of the ‘most talked about brands’ at CES.
Not resting on our laurels, at CES 2018 we continued to underscore Sleep Number’s sleep technology leadership. Our focus this year was on the future of health and wellness, and the role that sleep data analytics can play in improving the way we will be able to monitor health – from warning of an impending heart attack to detecting sleep apnea.