How Casper and other mattress companies made beds into the hottest new tech product

The new, hippest technology product comes in innovative packaging, is very expensive and comes with an advertising campaign that boasts of how its obsessive engineering makes it the best in the world. Casper is the company at the forefront of a technology (and marketing) revolution that's seeing perhaps one of the most domestic and boring of products – bedding – become this year's must-have tech product. And that's entirely on purpose: the company is being advertised on tech podcasts, and promotes its mattresses with the kind of fun marketing that would usually be reserved for a phone or a computer. It hasn't come easily, and it hasn't been as much of a trick as it might seem. Instead, the company says that it really is a tech company – and that it has the product to prove it.