Does your bedroom desperately need a makeover?
Last night we launched the IKEA Hong Kong “Bedroom Makeover” photo contest, created to bring real-life value to the social experience. Fans (that could include you!) are invited to upload a photo about their bedroom storage nightmare and tell us how IKEA can help them solve it for the chance to win HK$10,000 in IKEA stuff. Three grand prize winners – determined by a combination of popularity and creativity – will then get to run around IKEA “supermarket sweep”-style and grab as much as they can in 90 seconds.
Check it out here: http://on.fb.me/BedroomMakeover
This experience follows a “Lucky Draw” that ran for two weeks with the objective of growing our community and pre-empting buzz around the Photo Contest. This strategy yielded great anecdotal results: 7,000 fans in two weeks, plus an additional 2,000 fans overnight based on a single “sneak peak” post about the upcoming $10,000 prize bucket.
Now, our focus with “Bedroom Makeover” is very much on rewarding our current community of brand loyalists, leveraging this fan activation to drive earned media within their extended networks.
Both experiences are part of an integrated campaign around the benefits of organised living. Or, as IKEA calls it, the great feeling of being “Happy Inside.”