This clever piece of newsjacking followed an interview in which a Game of Thrones designer revealed elements of the show’s costumes were made from IKEA’s Ludde and Skold sheepskin rugs. Within an hour, a photoshoot of staff at IKEA’s Wembley store wearing the rugs GoT-style was completed and shared – generating more than 1,000 pieces of coverage globally.
Just 24 hours after we first went out with our "response" to the revelation that IKEA rugs were used as capes in Game of Thrones, we landed 131 pieces of coverage in the UK alone.
By the time the buzz died down there were over 1,000 pieces of coverage around the world. A search today for "IKEA Game of Thrones Rug" returns 1.1 million results.
What's more, this stunningly-wrought piece of news-jacking saw UK searches on the IKEA website for LUDDE and SKOLD rugs rise by 775%.
Simple. But effective.