I came across this brilliant (yet low-budget) Facebook campaign for IKEA. Despite the ubiquity of the world’s favourite social network, very few branded Facebook campaigns actually grab my attention. This one is simply brilliant.
It uses the default ‘tagging’ tool on Facebook to spark conversations and create buzz for an online competition. Users were invited to the new Facebook profile page of the store manager (Gordon), who’d uploaded pictures of his new showrooms. People were told that the first to tag their name on any item, would win it. Simples!
So why do I like it?
Rather than re-inventing the wheel, the idea amplifies what consumers are already doing – i.e. tagging Facebook photos
The idea is inherently social – as the moment you tagged anything, everyone in your network instantly knew what was up for grabs
Social Media is about conversations, and IKEA created something worth talking about (and they openly engaged in conversations with their consumers…)
And quite simply it answers the brief – which was to engage people with the IKEA Malmö store opening