Whilst the concept is ingenious, (I really liked it) it’s a little upsetting that there hasn’t been much thought given to using the site as social currency: there’s not even share buttons on the site. Whilst I’m sure that people will share it anyway, and it will do well on Twitter, it’s a good example of how with a little extra thought as to social seeding the concept could be expanded to a more integrated approach, rather than the now dated microsite silo approach. Especially upsetting coming from IKEA, who have had some great social media campaigns in the past