Making beds is one of the few activities that haven’t so far found fame on YouTube and its ilk. But Almhult, Sweden-HQ’d Ikea launched a contest yesterday that may change all that – while simultaneously deepening its already enviable relationship with fans of its brand. The potential attraction is not only the chance to win US $5,000, but to take Ikea up on its invitation to ‘break all the rules of bed making’ while vying for cyber fame with spectacular sheet-tucking techniques.
Rather than posting its contest on tried-and-true YouTube or other established venue for consumer-generated videos, Ikea chose Shycast. The New Jersey-based newcomer styles itself a ‘Social Network for People and Brands,’ and its website is replete with offers to partner with marketers to leverage the fast-growing power of social networks. Shycast is reportedly working with other big consumer marketers, including Unilever, to design and host contests and promotions based on user-generated videos.
