Jumping on a viral meme
and tricking the internet
Reactive PR & Newsjacking case studies
RISE AT SEVEN
A fake IKEA stunt generated over
1.2 million views
When we saw a viral meme of one Mr Bernie Sanders sitting comfortably on a chair in a cosy scarf and some mittens (you know the one), we knew we needed to jump on the trend before it disappeared. And more importantly, we needed to go big to really break through the deluge of similar memes appearing all over the internet. Luckily, doing this is kind of our bread and butter.
We saw an opportunity when it came to the simple, iconic and instantly recognisable advertising done by IKEA. We took the viral image and gave it the Swedish treatment, turning Bernie’s chair into the Bernië model. We started spreading the image on social media, claiming it was a new IKEA ad that we loved, and watched the likes come flooding in.
The image went almost as viral as the original meme. People all over fell for the stunt, believing it was a real IKEA ad, and everyone loved it. On both LinkedIn and Twitter, the image generated over 1.2 million views. Viral memes? Completed them, mate.