Mumbai: Sleepyhead, the modern furniture and sleep solutions brand, has launched an immersive city-wide treasure hunt campaign in Bengaluru, transforming the city into an interactive playground designed to deepen consumer engagement through participation, storytelling, and gamified experiences.
The initiative reflects a growing shift in brand marketing strategies, moving beyond conventional advertising to create more meaningful and memorable consumer interactions. Participants in the campaign can follow clues across digital and physical touchpoints, unlock rewards, and compete to win a complete living room setup worth ₹2 lakh hidden somewhere in the city.
Built around Sleepyhead’s ‘Dopamine Comfort’ philosophy, the campaign blends creator-led content, omnichannel engagement, and real-world discovery to strengthen emotional connections with younger consumers, particularly Gen Z audiences seeking experiences they can actively engage with rather than passively consume.
Commenting on the initiative, Ullas Vijay, Chief Marketing Officer, Duroflex Group, said, “Customers today, especially Gen Z, are looking for experiences they can actively participate in rather than simply consume. With this treasure hunt, we wanted to create something that moves beyond conventional marketing and brings people together through curiosity, adventure and shared moments. The activation also showcases the breadth of our offerings, from mattresses, sofas, recliners to home furnishings, through an experience that blends product discovery with participation.”
The campaign features Bengaluru-based creator Dumbo (hey.dumbo) as the face of the activation, leveraging his challenge-driven content style and strong youth connect to bring the experience to life.
Participants begin the journey by solving clues hidden within Sleepyhead’s pinned Instagram reel, before progressing through a sequence of online and offline interactions, including visits to the brand’s retail stores across Bengaluru.
Powered by an automated digital journey and QR-enabled touchpoints in physical locations, the campaign creates a seamless bridge between social media, digital experiences, and in-person engagement. The competitive element intensifies in later stages, where participants complete physical challenges and uncover hidden clues to reach the final treasure.
With Bengaluru serving as the first chapter of the initiative, Sleepyhead plans to expand similar community-led activations in the future as part of its broader strategy to connect with consumers through culture, participation, and experiential brand building.
