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'Get Hybrid' Branded Content Video for Leggett & Platt
Jun 13, 2012
Description
What's so Funny About the Bedding Industry?
Second City Communications Partners With Bedding Components Manufacturer Leggett & Platt to Produce Get Hybrid – A Cool & Funny Hip-Hop Music Video Putting a "Bouncin' Beat" in Hybrid Mattresses. Not-So-Strange Bedfellows Pair for High-Energy and Unique B-to-B Marketing Solution – Get Ready to Meet Springz & Phoam!
CHICAGO – June 13, 2012 – Taking a page from "comedy works best when it surprises you", Second City Communications – the marketing services division of world famous comedy theater, The Second City – has teamed with sleep technology leader, Leggett & Platt, for a unique B-to-B marketing solution: an original hip hop music video promoting hybrid mattresses.
The video – Get Hybrid – is a high-energy blend of comedy and rap music touting the benefits of Leggett & Platt's Comfort Core line of fabric encased coils, which are used in construction of the ultimate hybrid mattress.
Get Hybrid introduces the fictional and funny hip hop sensations "Springz" and "Phoam", who rap and breakdance about how "the two of us together are way better than one". Get Hybrid was conceived, written, and produced by Second City Communications in collaboration with marketing leaders at Leggett & Platt. Turn up the volume and check out the video at http://www.ultimate-hybrid.com.
"Mattresses and hip-hop music? An unlikely combo to some people – but soup and sandwich to us, at least in this case," said Tom Yorton, CEO of Second City Communications. "Things are funnier when they're unexpected, and our creative teams are always looking to find unexpected ways to tell our clients' stories," added Yorton.
Get Hybrid is the latest in a long line of branded content campaigns that come from Second City's unique creative development process focused on co-creating with clients – and drawing on 50-plus years of winning live audiences with great material.
"Improv is about co-creating with the audience – using audience suggestions and creating great comedy on stage. We take the same approach when we create branded content for clients like Leggett & Platt," said Tom Yorton. "They're in on the solution from the beginning – and everyone's input and ideas are factored into our improv ideation process – until we get to the one that works the best. It's a fast way to create, and it also leads to more interesting content," Yorton added.
Second City Communications tackles more than 400 client challenges a year – across a broad range of marketing, internal communications, and blended learning/training assignments.
"Get Hybrid cuts through the clutter and goes beyond the dull and predictable material you typically see in the B-to-B space," said Mark Quinn, segment vice president of marketing at Leggett & Platt. "I mean, we're talking here about a new mattress product with a better bounce for ounce in bed! That alone begs for something unique and funny – and nobody does funny better than Second City Communications," added Quinn.