IKEA UK launched new Facebook campaign to drive its social media presence with a viral photo contest. While promoting its wide selection of bedding and mattresses, IKEA urges its loyal followers to snap photos of people napping, or as IKEA puts it: “sleeping like a princess.” After uploading the photo on IKEA’s Facebook page, the public will vote on the best picture and one lucky winner (and his/her victim) will receive a bed, a mattress to suit the way they sleep, pillows, a quilt, quilt cover and lots of comfy extras like a mattress topper. The packages are each worth up to £1500 (approximately US$2400).

The contest is only eligible for IKEA Family members, which is a free membership that offers discounts, exclusive competitions and helpful advice. Created by digital agency Lida, the contest will also utilized other social media sites such as video-sharing sites Vimeo and YouTube, to drive people to the Facebook competition.