IKEA’s recent use of social media site Facebook to promote a new store opening is getting a bit of coverage (you can check out the campaign story in the video above).

Here’s my take:

• Absolutely a smart idea
• Partly because it leverages existing networks rather than trying to create their own
• Partly because it puts the product front and centre
• And partly because it could easily have failed and been no real disaster

I also like how the people behind the campaign put this nice little video piece together to showcase what they did – much better than a staid text-based case study and, of course, it helps spread the word even further.

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