IKEA has run a very successful viral marketing campaign using Facebook to promote its new store opening in Sweden.
Due to having a limited budget, the advertising team of IKEA decided to use Facebook to promote the IKEA store and aim to spread the message not just throughout Sweden, but throughout Europe.
The team have chosen the most popular function of Facebook, “tagging pictures”, and used it to promote IKEA showroom products. After creating a Facebook profile for their Store Manager, the advertising team uploaded 12 pictures of IKEA showrooms to his photo album.
They encouraged the Facebook users to tag the products they saw in the photos. Whoever was first to tag a product, for example, a bed or a sofa, won it as a prize. It became very popular among the users visiting the profile to tag pictures and begging for more pictures to be uploaded to win more products.
As the demand grew, people were adding pictures of IKEA products in their Facebook pages and spreading them among friends all over the place, the online advertising campaign had evolved beyond its initial expectation and gone truly viral.
The IKEA viral ad is a perfect demonstration of how to encourage a community, and getting that community to advertise for you, rather than advertising at them, can lead to excellent results.
Source: http://www.youtube.com/watch?v=0TYy_3786bo
Source: http://viralmarketing4290.blogspot.com
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