Ikea invites fans to have a sleepover

Ikea will host its first sleepover event in Hong Kong next month, but unlike other sleepover events around the globe, Hong Kong guests will sleep in a hotel.From 5 to 6 October, the Swedish furniture giant will give 40 of its 150,000 Facebook fans the chance to spend a night at L'hotel Nina Et Convention Centre with a partner and, of course, a lot of Ikea products.Over the years, Ikea has organised sleepover events in different parts of the world including the UK, France and Australia. Those events saw participants sleep inside an Ikea store.But the Hong Kong event is said to be moving to a hotel due to limited space. Some 40 beds along with bedding will be supplied by Ikea.Janet Lai, marketing director of Ikea, said the campaign was an opportunity to connect with customers and engage with them in a new way."Our focus has always been our customers - whether it is through our products or the IKEA experiences.  We wanted to create a moment for our customers where they get the opportunity to not only experience the Ikea products but particularly experience them as we want them to," said Lai.Ikea is using its Facebook page and Instagram to generate support for the "IKEA Sleeptober" campaign.Participants who receive the most votes or have the most creative bed-head looks will be entitled to two tickets for the event. At time of publishing the campaign had already received over 600 entries.