IKEA spread the word on the opening of their Malmö store in Sweden with the creation of an online showroom hosted on Facebook. The campaign was focused on tagged photographs on, facebook.com/ikeagordon, the specially created profile of Gordon Gustavsson, the new store’s manager. Over a two week period,12 different pictures of showrooms from the new store were uploaded to the profile page. Facebook members who had requested Gordon as a friend could then tag themselves to a specific item in each photo and in doing so, win that particular Ikea product. The campaign won a Gold Cyber Lion at Cannes International Advertising Festival.
Gordon’s profile spread across the globe, with Gordon becoming friends with people from all over the world. IKEA Malmö 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.
IKEA Malmö 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. Gordon’s IKEA Facebook profile is no longer active.
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