This is pretty brilliant.  

While many brands are struggling to find effective ways to incorporate social media into their strategies (and develop social media strategies), IKEA delivers a great solution and makes it look easy.

The brief was to engage people with the IKEA Malmö store opening.  

Swedish agency Forsman & Bodenfors created a Facebook Page for the store manager, Gordon Gustavsson, and posted photos of products. The first person to tag their name on a product won it!    

Essentially, people happily added their profile pictures to an interactive IKEA catalogue, shared it with their friends and interacted with Gordon, asking for more photos. 

Very clever, those Swedes... ;)