IKEA was one of the first major home furnishing retailers who planned to launch online shopping in Norway. We knew there was great demand for an IKEA online shop in Norway, so there was no need for a major and costly launch campaign. Our aim was to develop a tailored launch which would engage IKEAs most important digital customers – IKEA Norway’s 92,000 Facebook followers.

We wanted to do something special to celebrate the launch together with IKEA’s most important digital fans and ambassadors. So we invited them to help us download a sofa from IKEA – for real.

We lifted a KLIPPAN sofa with an enormous mobile crane 60 metres into the air outside Oslo’s Food Market. We then asked IKEA’s Facebook followers to help us answer 12 trivia questions about IKEA. For each correct answer the sofa was “downloaded” five metres. Whoever answered the final question correctly – making the sofa reach the ground – would be the winner and the very first official customer to IKEA’s online shop.

More than 630,000 people knew IKEA had launched a new online shop because of the Facebook launch stunt.

IKEA increased their “like” record for one single Facebook post fivefold and 45,000 Facebook followers got engaged with the launch.

IKEA’s online shop became a commercial success in record time. In just one week IKEA surpassed their annual budget for the entire November to year’s end period – and the sales record was set already at the launching day.

We lifted a KLIPPAN sofa with an enormous mobile crane 60 metres into the air outside Oslo’s Food Hall. We then asked IKEA’s Facebook friends to help us answer 12 trivia questions about IKEA. For each correct answer the sofa was “downloaded” five metres. Whoever answered the final question correctly – making the sofa reach the ground – would be the winner. The winner was honoured by becoming the very first official customer to IKEA’s online shop, and of course they could keep the sofa.

The quizmaster was Norway’s favourite gameshow host, Hallvard Flatland, and the show was streamed live to IKEA’s Facebook site where Facebook friends had a live in-teractive dialogue with Flatland for the duration of the transmission.

More than 630,000 people knew IKEA had launched a new online shop because of the Facebook launch stunt.

IKEA increased their previous “like” record for one single Facebook post fivefold and 45,000 Facebook followers got engaged with the launch. IKEA got more than 3,100 new Facebook friends during the launch stunt.

IKEA’s online shop became a commercial success in record time. In just one week IKEA surpassed their annual budget for the entire November to year’s end period – and the sales record was set already at the launching day.