[youtube http://www.youtube.com/watch?v=YE2LSp-hjbQ?wmode=transparent]
I found this on CNET. This is a brilliant marketing campaign by IKEA. People are busy tagging themselves and interacting with the brand as facebook spreads it far and wide on the news feed and their profiles. So easy to do. Nothing special, no new site or service had to be created. They just made a clear incentive and call to action that automatically spread the message.