Forsman & Bodenfors, an advertising agency based out of Sweden has come up with yet another innovative digital campaign for IKEA by turning a basic Facebook function into a promotional tool for the launch of the company’s most modern store to date in Malmo.

Without reinventing the wheel, the agency came up with an unconventional campaign that required only a small media budget and a Facebook profile of the store’s manager, Gordon Gustavsson.

Once the profile was registered the campaign quickly uploaded 12 pictures of 12 different showrooms to his photo album over a two week period. The Facebook tool of choice - photo tagging. The first person to tag their name on a product, won it.

The demand for new photos quickly grew as word of the give-away spread through the social networking site. Participants were posting links back to the campaign as well, notes about the campaign were making it into people’s newsfeed.

What was most valuable to the campaign is that consumers were talking about IKEA and its products based on their engagement with the promotion. Consumers were personally promoting and experiencing the brand, not simply looking at a banner ad online.

With Facebook’s new promotional guidelines coming into place this month, campaigns such as these won’t be as easy to come by. However the IKEA Facebook campaign by Forsman & Bodenfors proves that innovation doesn’t always equal reinvention.