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Carpenter, Belk partner in video contest

Retail Editor 8, Powell Slaughter -- Home Textiles Today, November 1, 2010

Richmond, Va. - Foam sleeping products manufacturer Carpenter Co. and Belk Department Stores launched a consumer contest to drive traffic to Carpenter's SleepBetter Facebook page.

The contest is built around a video, "Paranormal Pillow, which makes references to five well-known Hollywood movies and features an animated talking pillow and a talking mattress pad. Consumers who correctly identify the movies qualify to win a $5,000 bedroom makeover.

"The video campaign has been very successful in jumpstarting conversations online about replacing bedding products," said Dan Schecter, vice president of consumer products at Carpenter Co. and creator of "We literally have brought a mattress topper and old pillow to life to explain why consumers need to replace their old bedding products to get a better night's sleep."

This is the second video Carpenter has put out on social media to generate consumer hits. The first, "My Favorite Pillow," produced by Rhett & Link, launched September 14th and has been viewed more than 3 million times, primarily on YouTube.

The video and the contest can be viewed at


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