IKEA UK's new contest urges people to snap photos sleeping strangers, earning both participants a chance to win a dream bed.

IKEA UK  launched new Facebook campaign to drive its social media presence with a viral photo contest. While promoting its wide selection of bedding and mattresses, IKEA urges its loyal followers to snap photos of people napping, or as IKEA puts it: “sleeping like a princess.” After uploading the photo on IKEA’s Facebook page, the public will vote on the best picture and one lucky winner (and his/her victim) will receive a bed, a mattress to suit the way they sleep, pillows, a quilt, quilt cover and lots of comfy extras like a mattress topper. The packages are each worth up to £1500 (approximately US$2400).

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