Eventually a nice campaign "made in Italy" to share. The site is called "Operazione Gemellaggio" (which translates into something like "Operation Twinning") and it has been created by Profero to support the opening of a new IKEA store in Milan. The idea is that the 18 years old store located Carugate now has a "twin" in Corsico, and to celebrate the event they've launched a competition based around user generated content (of course ;-)
Users are invited to upload their photo and match it with their favourite Ikea's product. A very simple concept that is generating a lot of interest and over 1000 submission is just a few days.
Those who participate can win Ikea's vouchers and will see their photo in the Milano's stores. Five seconds of fame... it's now banal, but it still works so... why not?