Cozy Earth created their own TikTok reality tv show about bed rotting Cozy Earth decided to take marketing to a new level by leaning into a Gen Z favorite pastime: bed rotting. (A.k.a. staying in bed for extended periods of time). The luxury bedding and loungewear brand hosted what they called the “Bed Rot Challenge,” a reality-style competition where ten contestants from across the country were flown in to take part in the “laziest competition of their lives.” Each competitor got their own Cozy Earth bed, and the rules were simple: stay in bed as long as possible, amid challenges that would push them out. The last person to leave walked away with $25K. To make things more interactive, viewers placed bets on who they thought would last the longest, and the onlooker who was closest to that time could take home $2.5K, too. The contest wasn’t just lying around, though. Hosted by creator London Lazerson (@londonlaz), the challenge was livestreamed 24/7 on Cozy Earth’s TikTok and TikToks were posted...
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