Kitchen generated content
In The Netherlands, IKEA has launched a nice online campaign to promote its kitchens and drive loyalty as well as new customer acquisitions.
Those who bought an IKEA kitchen are invited to share their setup and help building a “virtual” but “real” kitchens gallery. But you don’t contribute just for the sake of or, better, to show off your home (which might be already a strong reason to participate for Dutch people who are usually very proud of their interior designs). If you decide to share your kitchen in the gallery you can actually win the chance to get your money back on your purchase
On the other side, customers who are still undecided about their new kitchens can instead get inspired and vote the setups in the gallery and win their own kitchen for free.