Sweden is known for it’s innovation which not only expresses itself in design, but also in creative campaigns.
Agency Forsman and Bodenfors decided to use one of Facebook’s built in features of “Tagging” to get the word out about Ikea’s Malmo store opening. First, they created a Facebook profile for the store manager, Gordon Gustavsson. Then, over the next two weeks, uploaded images from of IKEA showrooms to his Facebook photo album.
To generate interest, they provided the incentive that the first person to tag their name to a product in the pictures, won that product !
As people tagged themselves to the pictures, their friends were made aware of the free offering via their facebook news feeds and hence interest in tagging themselves to a new bed, rug or vase spread quickly.