Ikea Canada slides into DMs with a dreamy surprise for insomniacs
By James Herring on Thursday, February 20, 2025
Late-night scrollers in Canada got an unexpected surprise when Ikea hit them with a DM classic “u up?”
In a creative stunt developed with Rethink, the brand turned sleepless nights into sweet dreams with a free mattress to those who engaged.
Between 10 PM and 5 AM, select customers who replied to Ikea’s message with a bit of late-night chatter found themselves on the receiving end of a brand-new mattress, or a discount post 5am.
The campaign is also being used for OOH.
The campaign cleverly turned a relatable late-night text into a feel-good moment.
Who knew that the best marketing can happen when the world is asleep?
