The new IKEA Facebook campaign promotes its new IKEA store in Mälmo. After creating a Facebook profile for the store manager, Gordon Gustavsson, IKEA showrooms images were uploaded to Mr. Gustavssons Facebook album . Then, Facebook friends of Gustavsson were encouraged to tag items in the photos with their names, for a chance of winning that object for free. As a result, the photos were tagged within seconds of being uploaded. People used their Facebook profiles, newsfeeds and links, email and other forms of word of mouth to tell their friends and family.