IKEA: Facebook Showroom Campaign Strategy

Sun, Nov 22, 2009
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Forsman & Bodenfors are known for some great creative work, and they recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden. When small budgets and big briefs clash, the out come only ever heads in a single direction these days…  to Facebook!

Some of the best campaign strategies are simple, and none simpler than using the default “tagging” tool on facebook to help create a bit of buzz for an online competition.
Users were drawn to the new Facebook profile page of the store manager, who’d uploaded pictures of his new showrooms.

People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!

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    Posted by: Aden Hepburn

    15 Comments For This Post

    1. Daniel Hewitt Says:
      November 23rd, 2009 at 10:20 am

      Love it. Why try and re-invent the wheel, when there are so many great social interaction features out there that people are so accustomed to using.

      Really nice work.

    2. 8apixel Says:
      November 23rd, 2009 at 11:06 am

      well done! I am totally inspired from this post! @Daniel: I absolutely agree :)

    3. Jen Says:
      November 24th, 2009 at 1:01 am

      sheer genius!

    4. Theo Says:
      November 25th, 2009 at 1:12 am

      An inspriring answer to the question: “what to do with social networks?” Great work !

    5. Tony Says:
      November 25th, 2009 at 3:04 am

      The KISS formula worked here..nice!

    6. mcangeli Says:
      November 25th, 2009 at 5:01 am

      What song is that in the video. Its very catchy!

    7. Sanjeev Rajput Says:
      November 26th, 2009 at 2:11 am

      Great creativity. Good implementation.

    8. Aaron Says:
      December 1st, 2009 at 6:19 am

      and the video is down.

      Sounded cool.

    9. Adam Says:
      December 2nd, 2009 at 5:30 pm

      here is a new link:
      http://www.youtube.com/watch?v=0TYy_3786bo

    10. Casey Glass Says:
      December 2nd, 2009 at 7:18 pm

      Thanks for the tip Adam!

    11. J M Says:
      January 6th, 2011 at 10:12 pm

      Its a great idea, and such great use of facebooks most popular feature. What would be interesting to know is, what would you have done differently if you we going to run the campaign again?

    12. facu Says:
      August 17th, 2011 at 12:33 am

      doesn´t this clash with facebook´s terms of use?

      “You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant”.

    13. Tatiana Says:
      August 17th, 2011 at 11:16 am

      Question – how did you track who tagged first? And how did you contact them to get their info? It seems this was just a general profile not a fan page, correct? So then, it would be maxed at 5k fans that could participate. I would love to replicate this for some of the artists I work with but man… managing a page with 20 million fans + tracking tags might get a bit insane…

    14. AJ Says:
      August 17th, 2011 at 2:48 pm

      Using Facebook apps/tools (I.e. ‘Tagging’) for promotional use is against Facebook promotional policy I thought? Idea is great but could get the page shut down. Same execution but with a third party app would be fine – difficult to get creative with such strict rules in place.

    15. Claire Says:
      August 17th, 2011 at 6:38 pm

      I think this is a great idea but I thought there were restrictions on running competitions on facebook? Is this against their regulations? Would be interested if anyone could clarify?

      Thanks!

      C

    17 Trackbacks For This Post

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    6. Ikea, Facebook y un Showroom interactivo « BUGS · BYTES Says:
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      [...] Swedish ad agency Forsman & Bodenfors launched a campaign utilising Facebook and Social media, to help promote a new Ikea store in Malmo, Sweden. A Facebook profile was created of the Malmo store manager and photos were uploaded of the stores new showroom. The first user to tag their name on any of the photos would win that prize. Article link http://www.digitalbuzzblog.com [...]

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