IKEA Meatball Candle

“IKEA is giving Gwenyth Paltrow a run for her money” –TMZ

To celebrate 10 years of the IKEA Family program, we needed something to highlight this milestone. And, since people love IKEA meatballs, and people also love IKEA candles, we did something that, in hindsight, seemed pretty obvious: we created a limited edition of the IKEA Meatball Candle and made it available via a sweepstake for people that signed up for IKEA Family.

The launch of the IKEA Meatball Candle landed over 600 mentions across broadcast and digital press outlets, plus over 4.5 billion earned media impressions in the first 2 weeks. Not only that, 35+ thousand people signed up to the program for a chance to win of one of the candles. All for zero dollars of media spend.