Ikea in bed with consumer generated media

Ingvar Kamprad’s Ikea today kicked off a new campaign asking consumers to create online videos for the furniture giant. The campaign is a contest which offers $5,000 in cash to the user who creates the best online video on making a bed.

Ikea is using Shycast, a new kind of consumer-generated video network where “brands can reach out to receptive users and engage with them directly”.

So far 4 entries are up on the site.

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