By skyforbes 
The brand Cozy Earth sells bedding and bath products, but now they’re creating TikTok reality shows that get tens of millions of views.
They used their office to host the “Bed Rot Challenge,” with ten contestants competing for $25,000 over the course of a week.
The contestants had to stay in beds (supplied with Cozy Earth products) and compete in challenges, eliminating each other until there was one winner.
People could also vote for contestants, but first they had to enter their e-mail on the Cozy Earth website.
The production felt like a reality TV show with TikTok aesthetics. They would have individual interviews with different contestants. Each day featured new challenges and surprises. There was an influencer host for the entire event.
And the whole thing was broadcast through a continuous livestream on TikTok.
There are tons of clips that Cozy Earth has posted on their TikTok channel that go back several months, starting with their very first “Bed Rot Challenge” in May with five contestants competing for a $1,000 prize.
This is a beautiful example of marketing meeting entertainment. Livestreams are still an underutilized tool to not just sell your product, but to build your brand in a unique, compelling way.
You know what else is important? Now the brand has created their own format.
Cozy Earth could start hosting variations of the “Bed Rot Challenge” every quarter to create more content.
They could create new versions for specific audiences. They could do exclusive collabs and sell brand sponsorships.
And any brand that tries to do something similar would be perceived as copying Cozy Earth.
What started as a marketing stunt may have inadvertently turned into a solid investment into Cozy Earth’s long-term content strategy.
It’s a Mr. Beast-inspired content strategy for the social media generation. It’s bold. It’s weird. It’s smart.
At PWR House, we help brands and creators develop original series like this, designed for culture. Because this is marketing that people want to watch.