IKEA Canada and Rethink just wrapped a clever late-night campaign to engage sleepless social media users.
The brand sent cheeky little “u up?” DMs on Instagram to late-night scrollers. Those who responded were offered discounts on IKEA mattresses.
“If you’re seeing this, you need a better mattress. So, we’re offering you a discount on an IKEA mattress to help you sleep better.”
Users who were down for some playful banter between 10 p.m. and 5 a.m. were even surprised with a free mattress.
The multi-channel campaign was supported by “u up?” billboards alongside promotions for a 15% discount on all mattresses.
