Hush, Canada’s most innovative bedding brand, needed a way to demonstrate the power of their pillows to help knock you out at night in a way that stood out from the regularly sleepy competition. So, Hush transformed a niche sport into a piece of branded entertainment: Hush Pillow Fight Championships – a real combat sport where the only legal weapon is a pillow. Every poof, pow, and knockout became a powerful product demonstration. In the ring, Hush was everywhere – on the pillows, the fighters’ gear, the championship belt and even the prize “Hush Money”. The partnership lived across live broadcasts on ESPN2 and TSN The Ocho, on social media through branded highlights as well as fighter content and PR. The Hush Pillow Fighting Championship delivered national broadcast exposure with 370 million organic impressions, 33% increase in E-commerce traffic on the Hush website and organic celebrity engagement from Serena Williams, rapper Lil Wayne and wrestler Jake Paul. Hush PFC rose to #1 on ESPN2 and on TSN The Ocho. Most importantly, it showed the power of Hush pillows to truly knock you out.