Over 100,000 IKEA fans took to Facebook to create a page called “I Wanna Have a Sleepover in IKEA“, and the brand granted that wish to 100 lucky members, sending them to their signature warehouse in Essex in the UK. The fans were given the royal treatment, including snacks, massages, sleep advice from an expert, and goodie bags. A strict Pajamas-Only dress code was enforced, but unfortunately it seems that few pillow fights broke out.
This goes to the heart of something I talk about in Think Like a Rockstar: Create Something Amazing For the People That Love You. IKEA was smart enough to see that their fans had self-organized into this group, so all they had to do was find 100 lucky fans, and make the group’s dream come true.
Now to be sure, this was a BIG expense for IKEA. Even if all 100 selected fans were local, they had to outfit the store, bring in experts, plus all the goodies, manhours, etc. But when you Google ‘IKEA Facebook Sleepover 100 Essex’ you find almost 90,000 entries covering this event. That is a LOT of free publicity for IKEA, and almost all of it is positive. I’m not sure what IKEA would say the PR value of 90,000 positive articles and posts is, but I’d guess it’s probably more than what they spent on this event.
And yes, you may argue that ‘Well IKEA can do this because their customers are the Cult of IKEA!‘ Maybe one reason why IKEA has such devoted fans is BECAUSE of events like this?
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HT – PSFK.