Community & Culture

#FirstDayOfCool is Here!

I can’t believe a new school year is about to start. Time really does fly when you’re having fun, I suppose. Over the past few weeks, we’ve had a blast discussing back-to-school sleep routines with our sleep health consultant, Dr. Sujay Kansagra. After hearing his tips for implementing an effective back-to-school bedtime routine, it’s obvious that sleep is, in fact, the ultimate “school supply.” That being said, like many of you, I’m a mom and I know first-hand how hard it is to deny that request for one more bedtime story. Unfortunately, one more story often turns into two more and before you know it, the whole bedtime routine is behind schedule.

During a recent Twitter chat with our friends from Mom It Forward I got to chat with other moms about my two favorite things: sleep and my kids! It was enlightening to hear from hundreds of moms like me about similar experiences with bedtime routine struggles. Meanwhile, Dr. Kansagra was there to share tips to sleep, sleep aids for children and answer any other bedtime routine questions we had along the way.

Enter Mattress Firm's #FirstDayOfCool Instagram Contest

But now the first day of school is right around the corner and we’re not ready to let the excitement die down just yet. Starting Tuesday, August 25, we’re launching our #FirstDayOfCool Instagram contest. We’ve partnered with Jessica Shyba, author of Momma’s Gone City for this one. Jessica is extremely passionate about sleep, leading a healthy lifestyle and most importantly, her kids, which made her the perfect fit to host this Instagram contest. Everyone loves to show off their kids, and now you can win some pretty sweet prizes for doing so! Here’s how:

  • From August 25 through September 1, you can enter by posting one first day of school photo (past or present) of yourself or your children using the hashtag #FirstDayOfCool in the caption of your photo. Keep in mind, you’re only allowed one entry per person, per Instagram account and the post must be newly uploaded between August 25 and September 1, 2015 (you can’t edit an existing post and tag it with the hashtag).
  • You must use the hashtag #FirstDayOfCool in the caption of your photo and follow @MattressFirm on Instagram in order to be entered.

A few lucky winners will walk away with some pretty amazing prizes. “What are the prizes,” you ask?

#FirstDayofCool Contest Prizes

Although the first day of school brings a rollercoaster of emotions for us parents, it’s really a special time of year. The classic first day of school photo is a staple in every household photo album, so why not share your treasures with us? #FirstDayOfCool is here and we can’t wait to see how it looks for you!


#FirstDayOfCool Official Content Rules

See the official contest rules here:

#FirstDayOfCool Instagram Contest

Sponsored by Mattress Firm

Tues., Aug. 25 - Tues., Sept. 1, 2015

Official Rules


  • 1. ELIGIBILITY: Mattress Firm’s “#FirstDayOfCool” Instagram contest (the "Contest") is open only to legal residents of the 48 continental United States (Alaska and Hawaii expressly excluded) and the District of Columbia. Participants must be at least eighteen (18) years of age at the time of entry and have an Instagram account to be eligible. Employees, officers and directors of Mattress Firm, Inc. d/b/a Mattress Firm (the “Sponsor”), Jackson Spalding, Inc., Momma’s Gone City by Jessica Shyba, and their parent companies, subsidiaries, affiliates, franchisees, advertising and promotion agencies, or law firms (collectively, the “Contest Entities”), and the immediate family members of any such employee, officer or director, and any person residing in their same households, whether or not related, are not eligible to participate in the Contest or win a Prize. The term “immediate family member” includes spouses, un-married partners, parents, grandparents, siblings, children, and grandchildren and their respective spouses, regardless of where they reside. By entering the Contest, participants agree to accept and be bound by all terms of these Official Rules and Mattress Firm’s decisions. The Contest is subject to all federal, state and local laws and regulations and is void wherever prohibited by law.

2. SPONSOR: Mattress Firm, Inc. d/b/a Mattress Firm, 5815 Gulf Freeway, Houston, Texas 77023 (“Mattress Firm,” “Sponsor” or the “Company”). The Contest is in no way sponsored, endorsed or administered by or associated with Instagram. By entering, you understand that you are providing your information to Mattress Firm, and not to Instagram.

3. HOST: Momma’s Gone City by Jessica Shyba (“Host”),


4. AGREEMENT TO OFFICIAL RULES: Entry in the Contest constitutes participant’s full and unconditional agreement to and acceptance of these Official Rules and the decisions of the Sponsor, which are final and binding. Winning a Prize is contingent upon fulfilling all requirements set forth herein.


5. ENTRY PERIOD: The Contest begins at 12:00 a.m. EST on Tuesday, Aug. 25, 2015 and concludes at 11:59 p.m. EST on Tuesday, Sept. 1, 2015 (the “Promotion Period”). Entries submitted prior to or after the Promotion Period will be disqualified.



  • During the Contest Period, you may enter by posting one (1) first day of school photo – past or present – of yourself or your children using the hashtag #FirstDayOfCool in the caption of your photo. Limit one (1) entry per person, per Instagram account.
  • Contest entry is only valid if it is an original Instagram post uploaded between Aug. 25, 2015 and Sept. 1, 2015.
  • You must use the hashtag #FirstDayOfCool in the caption of your photo and follow @MattressFirm on Instagram for your entry to be considered valid.

All eligible Entries received during the entire Contest Period must be received by 11:59 p.m. EST on Tuesday, Sept. 1, 2015 to be eligible for the random drawing. The clock used by Instagram will be the official clock for the Contest.


Use of computer programs and other automatic means to enter the Contest is prohibited and will result in disqualification. Normal Internet access and usage charges imposed by your online service may apply.  Any attempt by any entrant to obtain more than the permitted number of Entries by using multiple and/or different identities, registrations, addresses or any other method will void all of that entrant’s Entries and that entrant may be disqualified at Sponsor’s discretion. None of the Contest Entities shall be responsible for misdirected, incomplete, lost or unavailable network connections, or failed, incomplete, garbled or delayed computer transmissions or other errors or problems which may limit a participant’s ability to participate in the Contest or damage to a user’s system as a result of participation in the Contest or downloading of any information necessary to participate in the Contest. False or deceptive entries or acts, as determined by Sponsor or Promoter, will render the entrant ineligible. Sponsor reserves the right, in its sole discretion, to cancel or modify the Contest should any computer virus, malfunction or other cause beyond their control corrupt the administration, security or proper operation of the Contest. All entries become the property of Sponsor and will not be returned. All entries must be submitted in the name of an individual person and a prize can only be awarded to the person whose name is on or corresponds to each winning entry. Unclaimed prizes may not be awarded.


7. HOW TO WIN: At or around 6:00 p.m. EST on Wednesday, Sept. 2, 2015, Promoter will randomly select three winners from among all eligible entries received. The potential winners will be notified through a comment on their original contest entry on Instagram. Within twenty-four (24) hours after notification is sent, the potential winner must respond on Instagram confirming eligibility and acceptance of the Prize to become a “Winner.” If a potential winner does not submit a timely reply, an alternate winner may be selected at Sponsor’s sole discretion. Notification is deemed sent when the comment is posted by Sponsor. All decisions of Sponsor and/or Promoter in all matters relating to the Contest are final and binding. The odds of winning a Prize depend on the number of eligible entries received during the Promotion Period. Sponsor, and/or Promoter, may elect, at its sole discretion, to select an alternate winner from eligible entries, if the Prize or Prize notification is returned as undeliverable, the potential winner fails to respond to notification attempt within the stated time period, or in the event the potential winner declines the Prize. If no eligible Winner can be identified after reasonable attempts, Prize may not be awarded.


8. PRIZE: The reporting and payment of any tax liabilities incurred by the entrant as a result of this Contest and any Prize won are the sole responsibility of the entrant. No substitution or transfer of Prize or cash redemptions permitted by Winner without Sponsor’s consent. Unclaimed prizes may not be awarded. Prizes include:

9. GENERAL CONDITIONS, RELEASE, INDEMNIFICATION AND LIMITATIONS OF LIABILITY: By entering the Contest, entrants agree to release, indemnify, hold harmless and defend the Contest Entity, Instagram, from any and all liability claims or actions of any kind whatsoever for injuries, damages or losses to persons (including wrongful death) and property which may be sustained in connection with the receipt, ownership, possession or use of the Prize by Winner and/or other users of the Prize, or while winner and/or guest or user of the Prize is preparing for, participating in, and/or traveling to or from any prize-related activity. The Contest Entities expressly disclaim any responsibility or liability for injury or loss to any person or property relating to the delivery, acceptance, possession and/or subsequent use or misuse of the Prize awarded. In the event more Winner notifications are issued, or more winning Prize claims are received, than the number of Prizes set forth in these Official Rules due to computer, printing, seeding, human, or other error or problem, Sponsor and/or Promoter may select an alternate winner to award the proper number of Prizes as set forth in these Official Rules. In the event of sabotage, acts of God, computer virus or other events or causes beyond the Sponsor’s reasonable control, which corrupt the integrity, administration, security or proper operation of the Contest, Sponsor reserves the right to cancel or suspend the Contest. In the event of cancellation, Prize will be awarded from among all eligible, non-suspect entries received prior to the event requiring such cancellation. As a condition of entering the Contest, entrant hereby RELEASES, WAIVES, DISCHARGES AND COVENANTS NOT TO SUE ANY CONTEST ENTITY, INCLUDING INSTAGRAM, MATTRESS FIRM, INC AND ITS AFFILIATES FOR ANY AND ALL LOSS OR DAMAGE, AND/OR ANY CLAIM OR DEMANDS THEREFORE, ON ACCOUNT OF TAXES OWED OR INJURY TO THE PERSON (INCLUDING WRONGFUL DEATH) OR PROPERTY ARISING OUT OF OR RELATED TO USE, OWNERSHIP OR RECEIPT OF THE PRIZE AND/OR TRAVELING TO OR FROM ANY PRIZE-RELATED ACTIVITY, WHETHER CAUSED BY THE NEGLIGENCE OF A CONTEST ENTITY OR OTHERWISE.

10. DISPUTES: All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of any Contest entrant and Sponsor, and/or Promoter, shall be governed by, and construed in accordance with the laws of the State of Texas, without giving effect to any choice of law or conflict of law rules or provisions (whether of Texas, or any other jurisdiction) that would cause the application of the laws of any jurisdiction other than Texas. In any action brought to enforce the obligation or right of any party hereunder, they consent to personal jurisdiction and venue in any court of appropriate jurisdiction in Houston, Harris County, Texas, USA. The invalidity or unenforceability of any provision of these rules shall not affect the validity or enforceability of any other provision. If any such provision is determined to be invalid or otherwise unenforceable, these Official Rules shall be construed in accordance with their terms as if the invalid or unenforceable provision was not contained therein.

11. PRIVACY STATEMENT/DATA COLLECTION & USE/RELEASE:  The information submitted by all entrants will be available to Mattress Firm. For more information on how this information may be used by the Company, please read its Privacy Policy, which can be found at . In addition, by entering this Contest, you agree that Mattress Firm may use the information you provide to contact you from time to time regarding special offers and promotions it thinks may be of interest to you and for other marketing and business purposes. By entering the Contest, entrant agrees to the use by Mattress Firm and its designees of his/her name, city and state of residence, and photograph/likeness/voice for advertising, promotional and other purposes, worldwide and in perpetuity, in any and all forms of media, now known or hereafter devised (including and without limitation, the Internet) without additional compensation or permission, except where prohibited by law. 

12. OFFICIAL RULES AND SWEEPSTAKES RESULTS: To request a copy of the Official Rules or the names of the winner, send a self-addressed, stamped envelope to: Mattress Firm, Mattress Firm’s #FirstDayOfCool Contest – Official Rules/Results, 5815 Gulf Freeway, Houston, Texas 77023.

Requests for copies of the Official Rules must be received by 5:00 p.m. on Sept. 1, 2015. In addition, the Winners’ names will be made available no later than Sept. 2, 2015 at 6:00 p.m. EST.

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