Forsman and Bodenfors turns Facebook tagging into a promotional tool for the opening of Ikea’s new store in Malmo, Sweden.
P.S. With the new Facebook promotions policy, this campaign would have needed to be approved by Facebook first before launching. Ho hum…
SocialSonya - Marketing Coach 
This is an amazing campaign. Was it really hard getting the initial word out about how to win? Or did it come easy based on the friends of the manager/other parts of the campaign.
Great questions. It would be interesting to know how long it took to build the following as well (in addition to difficulty in getting the word out). Based on my knowledge of viral marketing, there are a number of variables that can affect outcomes, including influence of the managers followers (and their followers), the messaging to encourage follows, etc. But ultimately, I like the innovative , yet simple approach.