Advertising agency Forsman and Bodenfors created a brilliant campaign for IKEA using Facebook picture tagging to help promote a new store in the Swedish town of Malmo. The store didn’t have a huge budget so the agency created a Facebook profile for the store manager, Gordon Gustavsson, and over a two-week period they uploaded images of IKEA showrooms to his Facebook photo album. They then put the word out that the first person to tag their name to a product in the pictures, won it.
Thousands of people started tagging themselves in the showroom pictures trying to win anything from beds to vases. The campaign spread like wild fire via users profile pages, news feed and links.
The end result was huge organic awareness of IKEA and its store, as well as humanising the brand by having Gordon Gustavsson, the store manager updating content and replying to questions regularly.