In one of the most brilliant uses of social media I’ve seen, IKEA has hitched itself on the back of Facebook’s photo tagging feature to promote the opening of one of their stores.

In the promotion, IKEA set up a Facebook account and uploaded 12 showroom images to the account. Then they let anybody tag themselves in the photo and whoever tagged themselves first over an item would WIN THE ITEM FOR FREE. And since this was all on Facebook, every time somebody tagged themselves, it would appear on their profile page as well as the news feed of most of their friends. You can pretty much guess how quickly this spread.

The ad was created by Forsman & Bodenfors. You can see the full credits here.