Iggy Pintado identifies this Ikea social media campaign on his blog. On his YouTube page, Jimmy Wulff from IKEA's agency Forsman & Bodenfors, Göteborg, Sweden says:

For the opening of the new IKEA Malmö store, we created a Facebook campaign. The mission was to create something engaging that would have the potential of spreading by itself beyond the borders of the Malmö region. But at the same time staying relevant and focusing on IKEA's offer, their products. Without messing around.

As Iggy says, if you're not sure if Facebook is for business use, watch this 93 second video.