To advertise the opening of the new IKEA Malmö store we created a Facebook profile for the store manager Gordon Gustavsson and uploaded 12 showroom pictures to his photo album. The first person to tag their name to a product in the picture won it. All pictures reached the limit of 30 tags per photo within minutes of being posted. This resulted in the pictures reaching thousands of people through Facebook’s newsfeed function. When users looked at the photo and read the comments they became aware of the competition, and of course, they also gotto see how beautiful their homes could be if they went to IKEA.
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