"Know someone that tends to doze off when they shouldn't? Are they more 'sleeping beast' than 'sleeping beauty'? Take a picture and share it with us. You could both win everything you need to sleep like a princess in our exclusive IKEA FAMILY competition."
That's the pitch for Ikea UK's "Snap a Napper" campaign. "Snap a Napper" is a crowdsourcing project aimed at getting users to take pictures of people grabbing a few winks, and then upload those pictures to Ikea UK's Facebook page, all for a chance to win a £1,500 "dream bed."
Not only is the competition only open to fans of Ikea's Facebook page, but it's also limited to "Ikea Family Members." Not a member? "Don't worry, it's quick and easy to join IKEA FAMILY."
So far, the competition's photo gallery has just under 100 entries. Some of the most popular entries come from spouses, suggesting some snapped nappers may end up opting for £1,500 worth of separate beds.
So far, the competition's photo gallery has just under 100 entries. Some of the most popular entries come from spouses, suggesting some snapped nappers may end up opting for £1,500 worth of separate beds.
The napping competition is an extension of Ikea's "sleep like a princess" campaign that launched in March. That push featured a genuine princess: Xenia Gabriela Florence Sophie Iris of Saxony, Germany.
(Note: it is sleep "like" a princess, not "with.")
The "sleep like a princess" campaign is being further fleshed out with small details, such as Ikea Family members receiving coupons on their birthdays for a "free princess cake" at Ikea restaurants.
It's uncertain how successful "Snap a Napper" will be, but the promotion further highlights how willing Ikea is to use Facebook in creative, unconventional ways.
The "sleep like a princess" campaign is being further fleshed out with small details, such as Ikea Family members receiving coupons on their birthdays for a "free princess cake" at Ikea restaurants.
It's uncertain how successful "Snap a Napper" will be, but the promotion further highlights how willing Ikea is to use Facebook in creative, unconventional ways.
In January, an Ikea promotion asked its Facebook friends to bring their Facebook friends to an Ikea store for a "Bring Your Own Friend" event. Those who did received free swag.
A year earlier, Ikea used Facebook to help customers virtually "Build a Happy Bedroom." And a year earlier, Ikea's Facebook-based coupon for a tagging stunt proved so popular the brand found itself forced to police the social network for counterfeit Ikea-branded pages.
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