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Fans showing up to the company’s King St. E. location wearing a “fur” coat will receive a free mattress, while quantities last.
Published May 17, 2026 • Last updated 10 hours ago • 2 minute read
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Toronto’s Drake wears a fur coat adorned with many company logos in his new music video, Slap The City Photo by Screenshot /YouTube/@DrakeArticle content
Toronto rapper Drake likes to represent his hometown, and it was apparent in his latest music video for the song Skip The City.
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In the video, Drake can be seen wearing a fur coat adorned with the logos of a number of Canadian businesses, including Manchu Wok, Molson Canadian, Canadian Tire, RBC and Sleep Country Canada.
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And now one of those brands is hoping Drake fans will support them the way the rapper reps them with a chance to snag something comfortable.
Sleep Country giveaway
This Tuesday, Sleep Country Canada is hoping to capitalize on the viral marketing courtesy of Drake’s music video by giving back to his fans who dress up like him.
At 10 a.m. that day, Sleep Country says it will be rewarding “Toronto’s best ‘6 God’ fits with the best sleep.”
Fans showing up to the company’s King St. E. location wearing a “fur” coat will receive a free queen-size mattress, while quantities last.
“To celebrate, the brand is inviting Canadians to show us their boldest fur (preferably faux) looks inspired by the now-viral video for the chance to snag a free mattress,” the company said in a news release.
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Play VideoViral marketing
Drake himself is no stranger when it comes to viral marketing. Especially with his latest album, Iceman, which dropped on May 15.
The night prior to the album’s release, the CN Tower was turned icy blue, making it appear to be frozen, attracting thousands to the base of the structure.
Earlier this month, Drake unveiled a frozen makeover to his Bridle Path mansion, complete with images featuring iced-over exteriors and interiors of his multimillion-dollar Toronto property, known as The Embassy.
In late April, Drake teased the release date of Iceman via a giant ice block sculpture at 81 Bond St. Fans descended to the location to chip away at the ice in hopes of finding the release date. The publicity stunt got so out of hand that Toronto firefighters were called in to melt the sculpture by hosing it down.
The 18-track Iceman album includes the song Make Them Cry, in which Drake reveals his father’s cancer diagnosis, sings about aging, fake fans, and his lawsuit against UMG.
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