IKEA gives overnight stays for testing their mattresses

On the occasion of the celebration of Valentine, IKEA launched a successful promotional campaign to make consumers aware of its range of mattresses.

This campaign called Hotel Amour IKEA where they created a web: www.elhotelamour.es so in that web, the users could access to the promotion where they invited 69 couples to spend Valentine's night in a hotel in Madrid (Vincci Soma) so they could try the brand mattresses.

To sign up, couples had to participate in a competition uploading pictures and messages in the web, and then the most originals won a hotel night.

Thanks to this campaign, IKEA achieved widespread publicity about it; they increase the loyalty of its customers, won new customers, and through the promotion that made such couples for IKEA, the company sold more mattresses thanks of the promotion of the experiences of the couples.

From our opinion, we believe that it is a great strategy to make promotion of the company and then a great way to advertise from the experience of their customers and which thus, their messages will be fully credible because it is not an ad who says they are customers who tried it.

What is your opinion about this campaign?