Don’t you just hate when marketers tag you in some spammy promo picture on Facebook? Yeah, so do I. Ad agency Forsman & Bodenfors realized this, and found an interesting way to get around it for their client Ikea: get users to tag themselves in Ikea promo pictures.

As always, greed is a great motivator to get people pitching your products. Forsman & Bodenfors created a Facebook profile for an Ikea store manager, and posted photos of Ikea showrooms. The first people to tag themselves on an Ikea product, won that product.

Soon people were demanding more pictures, and continuously spamming their friends’ Facebook feeds in exchange for furniture. The true brilliance of this campaign is how it transfers responsibility: friends of contest participants couldn’t really lash out at Ikea for all the showroom photos in their newsfeeds. They could only lash out at the greedy bastards joining Ikea’s contest.

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