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How Ikea hacked
Stranger Things 4 premiere?

July is the month of summer sales in Belgium, coincidently the release of Stranger Things 4.
The perfect scenario for Ikea to jump into the conversation.




Ikea showed that the upside-down world is not that bad. At least if you want some great deals.
Instagram witnessed Stranger Things taking over the Ikea account and turning everything upside down, especially the prices. (which were intentionally invertible figures).

Exclusively on July 4, Ikea corned the premiere's audience
by triggering a gold rush within the 24 hours duration of a Story. 

The fans had only a day to get a €99,99 YPPERLIG sofa for €66,66,
a €989 DUNVIK queen bed for €686, among other great upside-down offers.

Those Stories pointed straight to product pages with the promotional Stranger Prices.
(valid for 24hrs only - one item per customer)

The buzz was so strong that the stock sold out in just a few hours. 

Luckily Ikea could handle such volume otherwise it would turn their logistics upside down. 

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