• by Larissa Faw , June 13, 2018

Serta is launching the next phase of the mattress brand's “Not just sorta comfortable. Serta comfortable” campaign with a giant bed activation in Los Angeles on June 19. The activation is made from 12 queen sized iComfort Hybrid Serta mattresses (combined measuring 20 by 20 feet) to encourage social media chatter where both visitors and other social media users can use the hashtag #sertacomfortable on Instagram to enter to win this type of mattress.

Actress Anna Camp serves as the campaign's brand ambassador and will appear at the LA event as well as use her Instagram handle @therealannacamp to help bolster awareness and share "how she gets extremely comfortable."  

The mattress will then travel down to the ninth-annual VidCon conference at the Anaheim Convention Center from June 21–23. Attendees can share photos and videos from the gigantic Serta comfortable bed and enter the Instagram sweepstakes.

The Comfortable Campaign will continue throughout the year as Serta will look for people and situations that are in need of a comfort upgrade and surprise and delight them with a Serta mattress.  

On February 19, Serta kicked off its first campaign with Leo Burnett Chicago by shifting its message from restorative comfort to indulgent comfort and to promote the new iComfort Hybrid mattress collection. The creative suggests that what consumers think is comfortable, may not actually be comfortable when compared to a Serta mattress. The multi-channel messaging included TV spots as well as print and radio ads and in-store advertising running throughout the year.