April 15, 2009 16:02 ET

Toronto Flooded With Hundreds of Pillows

TORONTO, ONTARIO--(Marketwire - April 15, 2009) - Torontonians woke up this morning to find hundreds of pillows placed throughout the city, in the most unexpected and obscure locations.

The surprise pillow raid helped to promote the Sweetest Giveaway Yet, which includes giving away 500 mystery gifts to celebrate the launch of sweethome.ca.

Sweethome.ca, a division of Sweetspot.ca Inc., partnered with guerrilla marketing gurus, Smak, to create and execute this street-savvy stunt. Hundreds of pillows were placed in areas such as subway cars, bus terminals, the GO train, benches, coffee shops, food courts, libraries, phone booths and taxi cabs.

The adorable white pillow (featuring the signature sweetspot cherry) included a tag encouraging people to "make themselves comfortable" and to sign up for one of 500 free gifts at sweethome.ca/gift.

A specialized team - known only as the "Pillow Raid Brigade" - quietly distributed the pillows and discreetly noted people's reactions. "This just made my day!" said a woman on the subway; others wondered what the 500 gifts would be, and some even asked for seconds!

The Sweetest Giveaway Yet launched two weeks ago, and has already acquired nearly 25,000 unique registrants. The campaign is being promoted online, as well as through radio and blogger contests until May 5 - at which point the 500 mystery gifts will be revealed.

Until then, people can rest their curious minds... on a cute and comfy pillow.

About Sweetspot.ca:

Sweetspot.ca is Canada's first online trend-spotting guide of its kind. The publication includes a daily e-newsletter and an original content website featuring the latest in fashion, food, beauty, travel and more. The company ranked 20th in the Profit Hot 50 list of Canada's Emerging Growth Companies in 2008.

Sweetspot.ca hosts two more sweet properties: Sweetmama.ca (launched in 2006) is a website and newsletter targeting mothers and moms-to-be, while the recently launched Sweethome.ca provides the latest in Canadian design, decor and entertaining ideas.

Contact Information

  • For more information and photos, please contact:
    Heather Clark
    Director of Marketing
    416-922-7772 x441