In the autumn of 2009 we were asked to engage people in the opening of the new IKEA store in Malmö, Sweden.It was to be something that could live its own life, create a ripple effect and extend the store beyond the borders of Malmö. So we decided to take advantage of an already existing, widely used forum; Facebook.

All the showroom pictures reached the tag limit of 30 tags per picture within minutes of being posted. The tags resulted in the pictures spreading and reaching thousands of people through the newsfeed function on Facebook. When they looked at the photo and read the comments they became aware of the competition, and of course, they also got to see how beautiful their homes could be if they went to IKEA.

Since the launch of the campaign Gordons profile has spread across the globe and he is now friends with people from all over the world. IKEA has been talked about all through the internet and thousands of blogs have posted showroom pictures when writing about the campaign. Tweets about the competition poured in from all directions.To summarie, IKEA conqured all major social media sites with one smart competition on facebook. After the competition ended, Facebook changed their terms and conditions to rule out a re-run of the campaign.