The latest Ikea online campaign on Facebook is creating a huge buzz, as they managed to ignite a viral reaction to a pretty inexpensive and simple campaign.
To promote a new store they registered the store manager on Facebook and added a bunch of catalog pictures to his profile. They then invited people to tag themselves in the picture, to win Ikea products. In a few weeks this was a huge success, with people asking for more pictures, sharing Ikea marketing material on their profiles.
httpv://www.youtube.com/watch?v=YE2LSp-hjbQ
The idea is indeed brilliant and being a first mover has been a key advantage for Ikea, however I don’t really like this approach. Tagging is used to alert your friends of pictures you’re in, for them to see and have fun. Honestly if I receive a status update from a friend tagged in a photo and eventually land on a Ikea furnished room, I won’t be very pleased, both with Ikea and my friend.
But, clearly, that’s probably just me as the campaign was a huge hit!
