Beautyrest Targets Younger Consumers At The MTV Video Music Awards

Beautyrest recently partnered with Backstage Creations to contribute 110 Beautyrest Sleeptracker monitors and certificates for two Beautyrest BlackICE Memory Foam pillows to the celebrity gift bags handed out at the 2017 MTV Video Music Awards. Distributed in conjunction with the August 27 event, the 2017 MTV Video Music Awards Celebrity Gift Bags were given to a variety of recognizable figures, including all show performers and many presenters and nominees.

These gift bags garnered significant coverage from the media, with Beautyrest’s contributions highlighted by a number of different entertainment and business outlets. In support of the project, Beautyrest also hosted the Beautyrest VMA Pillow Contest on Facebook and Instagram. To enter the contest, participants commented with the artist they were most excited to see perform during the 2017 MTV Video Music Awards. This creative digital campaign was a success, garnering more than 173,000 impressions and over 27,000 engagements.

“Getting Beautyrest sleep accessories into the hands of influential musicians, actors and performing artists is a key part of marketing our brand to younger consumers,” said Beautyrest Vice President of Marketing Communications Michelle Montgomery. “Quality, high-performance sleep is important to performing artists and everyday performers alike. Our Beautyrest Sleeptracker and Beautyrest BlackICE pillows are designed to help obtain this high-performance sleep and we were thrilled to participate in this opportunity.”