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Jaswanth Jegan

Stealth • 6m

“IKEA’s Royal Sleepover” WEIRD Marketing Strategy #13 It all started on Facebook, a group was created ‘I Wanna Have a Sleepover in IKEA’ and the number of members joined were 10K,IKEA Selected 100 lucky people to spend the night in their showrooms. During this event, participants had the opportunity to experience the comfort and functionality of IKEA furniture firsthand, testing out mattresses, lounging in living room setups, and exploring various design inspirations. They were treated with royalty. They received goodie bags, sleeping bags, towels, snacks — Cocoa, cake, non-alcoholic wine, and everything they needed to be made the most comfortable they can be. As participants shared their experiences on social media, the IKEA Sleepover quickly became a viral sensation. Photos of makeshift forts, late-night snacks, and stylish bedroom setups flooded timelines, sparking envy and excitement among IKEA fans worldwide.

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