IKEA – making “sleepover” dreams happen

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By Aimee Smith

What with it being the New Year and all that jazz, I have found myself trying to snap up a bargain or two in the January sales. Having recently moved house, I decided that this year I would focus my attention (and cash that I don’t really have) on furnishings I don’t need, but desperately want. And where did I turn I hear you cry...none other than everyone's favorite Swedish superstore IKEA. Having purchased and assembled my new (reduced) bed early this week, I got thinking it is not only flat packed furniture that IKEA excel in.... they also excel in smart thinking combined with the drive to make it happen.

IKEA recently carried out a fantastic pr stunt, the Facebook Fan Sleepover. Having found the Facebook group “I wanna have a sleepover in IKEA” with over 100,000 fans , IKEA created a competition on their own Facebook page offering users the chance to be part of a sleepover in their Essex store. Have a look at the video here

I think this stunt demonstrates smart thinking because it turns fans into advocates by combining a traditional pr stunt with positive brand experiences - allowing consumers to test products first hand (a sleep expert was even on hand for advice). This simple yet effective stunt creates engagement and conversation through WOM across all channels of the marketing mix.

With a strict pj only dress code and an over 25 age restriction, each participant was given a goody bag (containing eye masks, slippers, a towel and a snack) and was treated to manicures and massages, hot chocolate, a midnight film and a bedtime story read by Sam Faiers (think TOWIE). This sleep over sounds like the type of sleep over fun I can but dream of...but I am of to my new flat pack IKEA bed to try all the same.

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