Ikea LogoThe first example is a Facebook campaign Ikea did in 2009 to accompany the inauguration of their new store in Malmö. The main goals were to generate interaction with their target clientele as well as a viral effect.

The campaign consisted of the Store Manager creating a profile and uploading 12 showroom pictures. The first Facebook user to tag an object on one of these pics would subsequently win it. The trick was that in order to be able to tag a user first had to “like” the page, which, as did the act of tagging itself, invariably appeared in the user’s newsfeed/wall, thus informing all of his/her friends of the campaign. The media echo not only on Facebook and the web, but also in media world-wide was tremendous. (more…)