After finding a Facebook group with almost 100,000 people called “I Wanna Have A Sleepover In Ikea“… IKEA themselves created a competition for their Facebook Fans to be part of a giant sleepover at the Essex IKEA store for 100 people. What a great way to turn fans into advocates. Not only was it a PR stunt, but a great way to actually have people test out products like mattresses for longer than 10 minutes! Complete with a sleep expert on hand for advice.
This is a great example of guerilla marketing that not only generates a great amount of PR but engages with brands fans (show them that the brand listen to them by responding to a 100.000 Facebook group dream), creates ambassadors (think how vocal and passionate will be the participants) and even spread a key message : take more time to choose your mattress.... Great job!
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