When IKEA opened a new store in Malmo, Sweden, its agency used an unusual Facebook campaign to engage fan brands and build buzz.
First, it created a FB profile for the store manager, Gordon Gustavsson. Then it began uploading a series of showroom photos (12 in all) and let it be known that the first person to tag an item with his or her name would win it.
In short order, thousands of FBers posted links in their newsfeeds, signed up for interactive IKEA catalogs, and let their friends know about the giveaway. The promotion was unusual and wildly successful because it played on the engagement strengths of social media, particularly the highly popular photo tagging function. The video shows it all in action.