The competition will be open only to the 1.3 million Ikea Family loyalty scheme members and is designed to show that if you sleep like a princess at night, you will not fall asleep during the day.
Direct and digital agency Lida created the campaign, which will kick off with the Ikea Family members being sent an email today (3 April) headlined "Sleep like a princess every night".
The email will direct recipients to the Ikea Facebook page where members can enter a competition to win everything they need from Ikea to get a "perfect" night's sleep.
A video at the top of the Facebook page will show humorous scenes of people falling asleep and is designed to encourage people to "snap a napper", with the best entrant winning the competition.
The video will also appear on video-sharing sites including Vimeo and on Ikea's YouTube channel, in order to drive people to the Facebook competition page.
Digital activity is supporting a press campaign featuring a real-life princess sleeping on an Ikea bed, as well as radio activity on Absolute Radio.
Follow Matthew Chapman at @mattchapmanUK
This article was first published on marketingmagazine.co.uk
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.