Yes, I know this has been all over the web in the last 24 hours, but I wanted to mention it here too as I think it’s a brilliant campaign:

If you haven’t come across it, IKEA in Sweden have launched a competition on Facebook. They set up an account for one of their senior employees and posted up some of the displays from their new Malmo store.

They then asked ‘friends’ to tag the furniture in the images, with the first person to tag an item winning it!

They’ve got over 700 friends on the account already, lots of positive (global) media interest and some good social media buzz.

So why it this such a clever campaign and why has it worked so well:

1. Simplicity – it’s so simple that you could tell anyone about it in a few sentences
2. Cheap – it’s hardly cost anything for IKEA to set it up and market it
3. Technology – it uses social tech tools in a new innovative way
4. Value – it gives something back to social media participants
5. Creative – it’s a wonderfully creative and innovative idea

Danny Whatmough