“Can’t Sleep? Call,” is the latest in Casper’s series of inspired marketing gimmicks. Since launching in 2013, the mattress start-up has relied on ”experiential marketing,” a promotional strategy that hinges on live events, parties and happenings (aka “activations”) to connect with consumers.

Experiential marketing goes beyond the trade show appearances and product launch parties. It involves designing scenarios for consumers to “experience the brand,” and often not directly driving instantly to sales. For example, the fast casual salad chain Sweetgreen hosts an annual music festival called Sweetlife or microchip manufacturer Intel sponsored Lady Gaga’s Super Bowl performance through a fleet of Intel-enabled aerial drones to back her up. (Intel’s engineers also co-designed Lady Gaga’s tech-powered tribute to David Bowie at the 2015 Grammy Awards.)

In the same vein, Casper’s Nap Tour deploys RV’s retrofitted with sleeping pods offering passers-by free power naps; their ”Nap Simulator” allows users to simulate sleep in virtual reality; a Sleep Symposium headlined by the celebrity sleep endorser Ariana Huffington unpacked the science of sleep and altered states.

Instead of just pushing new mattresses models, Casper’s marketing mines a more universal problem: sleeplessness. “Talking about the molecular composition of our proprietary foam would put most people to sleep, yes, pun intended,” says Lindsay Kaplan, Casper’s vice president of communications and brand engagement. “Our marketing celebrates the shared emotions of the joy of bedtime, the freedom of staying up late, the agony of the alarm clock, and the absurdity of dreams.” Last year, the US Centers for Disease Control published findings suggesting that up to one-third of the American adults are not getting enough sleep and classified the epidemic as a “health problem.”

Kaplan says that their push to design unique experiences is working for their bottom line. She reports that in under three years, they’ve hit $300 million in sales and garnered awards including a #1 ranking from Consumer Reports in the memory foam mattress category. Independent reviewers pit Casper against other online mattress brands like Helix, Saatva, Leesa, and Tuft & Needle and though they differ on their choice for ”the best mattress online,” Casper—with humor, delight and surprise—is writing the rule book on how to generate excitement around an otherwise boring product category.

“We get it. Marketing sleep is a little absurd,” explains Kaplan to Ad Age. “The ‘Nap Simulator,’ like ‘Can’t Sleep?’ is in on that absurdity in a very obvious way to cut through the noise.”

📬 Sign up for the Daily Brief

Our free, fast, and fun briefing on the global economy, delivered every weekday morning.