IKEA opened a new store in Malmo, Sweden, and didn’t have a large budget to get the word out. It engaged an agency called Forsman and Bodenfors to create a special launch campaign. The agency created a Facebook profile for the store manager, Gordon Gustavsson. Over a two-week period, they uploaded images of IKEA showrooms to his Facebook photo album. The first person to tag their name to a product in the pictures, won it. The viral nature of Facebook newsfeeds and links meant that the word got out and Swedes asked for more pictures so that they could tag themselves to a new piece of furniture.

Check the video below: