Remember that game you play while opening a fortune cookie? You always read your fortune out loud and everyone at the table yells “in bed!” Tomorrow, you will rekindle a friendship with an old friend…IN BED!

You get it.

Sealy has applied that same tradition to it’s current marketing campaign and they’ve made it come to life as an iPhone app. The app adds the “in bed” suffix to various street signs that you take photos of.

This is a great example of how a smart campaign leverages a digital medium and contributes to one really strong idea. Sealy supports you in bed regardless of what you choose to do. The fact that Sealy “supports” has a double meaning. They’re supporting your lifestyle but also your backside while your sleeping.

The app itself lends itself well to sharing on social media platforms. The images are shown to be uploaded to Facebook in the video.

Link to the video.

For a relatively low cost, Sealy has found a way to share its message. It’s smart and fun. There’s a question mark of how many people will download the app and use it. Perhaps a contest for those that upload and tag their photos on Sealy’s Facebook page? At that point, Sealy can comment and interact with the people who are using their app.

Photo courtesy of bng via Flickr.