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Malmo IKEA store launch

To overcome the tiny budget for the Malmo IKEA store launch, the clever chaps at Forsman & Bodenfors set up a Facebook profile for store manager Gordon Gustavsson. They then uploaded showroom pictures, and tagged each of the items in the shots. The first person to tag their name against a product won it, creating a tidal wave of viral referrals, demand for more pictures, and huge loyalty from a rapidly swelling fan base.