IKEA’s giveaway to responsive insomniacs

I’ll let this report explain:

“u up?”

That’s what IKEA [Canada] asked sleepy scrollers late on Friday night as they slid into their DMs (direct messages). The short and sweet message sent in the middle of the night surprised unsuspecting Canadians in a contextual social stunt to promote a dreamy deal on IKEA mattresses.

As the mattress space has become increasingly competitive, with challenger brands vying for audiences’ attention, IKEA went directly to those who need them most: sleepless Canadians – in the middle of the night.

Sliding into DMs between 10 pm ET and 5 am the next morning, Canadians who were still awake and playful enough to respond were surprised with a free mattress.