A Champion for Mattress Firm Foster Kids


Mattress Firm called on Eminent Media Inc to support the national rollout of its new philanthropic initiative Mattress Firm Foster Kids, a program of Ticket to Dream. The program had been successful on the West Coast, providing the national retailer an opportunity to make a meaningful difference for foster kids, deepen engagement with customers and launch more in-store activations.

Six months into the national rollout, the Eminent Media team saw an opportunity to leverage a powerful spokesperson as the face of the program. At that time, Simone Biles won hearts all over the world as we learned the world champion gymnast was in and out of foster care as a child. Alongside Mattress Firm’s sports marketing agency, Eminent Media Inc facilitated a multi-year strategic partnership between Mattress Firm and Simone Biles. Our goal was simple – bolster national awareness of the Mattress Firm Foster Kids program and its new advocate.

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Simone’s first partnership announced after the 2016 Olympics was with Mattress Firm. Negotiating a contract with Simone and her team while they were in Rio added a layer of complexity and excitement. Once underway, Eminent and our agency teams worked together to integrate Simone as a spokesperson into the program in a way that does not overshadow the core mission of the program—to make a difference for foster kids.

Media Relations

Eminent Media Inc secured the exclusive announcement of the partnership on ESPN.com, which included an interview with Ken Murphy, president and CEO of Mattress Firm, and Simone Biles. In addition, JS pitched the announcement to targeted local, national and trade media. The news garnered media interest from Houston Chronicle, Houston Life and Huffington Post, as well as coverage from sports trade, local and regional media. JS also secured an exclusive with People Magazine about the partnership, and Simone’s story. Overall, we landed 53 media placements and generated more than 133 million opportunities to see (OTS) for the partnership announcement.

The Results

Eminent Media Inc is honored to contribute to the growing success of the Simone Biles partnership and the Mattress Firm Foster Kids program. Media relations, event marketing, video activation and social media campaigns all worked together to generate nationwide awareness and contributions for the Foster Kids program.