1.  Go to Twitter.com and search for @Casper and look through recent tweets in the account’s timeline. How is Casper using humor and pop culture to build brand loyalty?

2.  What is the role of humor in Casper’s tweets? In what ways does humor move customers closer to making a purchase, if at all?

Casper makes and sells memory foam mattresses through its Web site. Unlike many mattress retailers, Casper sells just one mattress, though in all available sizes, including one for dogs. It prices the mattresses below that of most brick-and-mortar mattress stores and offers a 100-day trial period to help nudge customers into clicking the “buy” button. The young company doesn’t spend a lot on advertising, so building brand recognition and preference is key to achieving sales. One way the firm does so is through its @Casper Twitter account, which tweets in the persona of a Casper mattress, especially late at night when those having trouble sleeping are likely to be perusing social media. The tweets are often amusing and timely one-liners about sleep, though followers are likely to find humorous memes, GIFs, and videos, as well as links to information about sleep and insomnia in the timeline.