A game featuring monsters is at the heart of the promotion, which features the campaign endline: "Don't be a monster, get a good night's sleep with an Ikea bedroom."
The promotion pushes the message that if customers have a messy bedroom and a poor mattress, they will lose sleep and become an irritable monster.
Visitors to the and sites can click through to play the game: users can identify and zap bedroom monsters and click through to Ikea's bedroom section online.
Viky Andersen, Ikea's internet manager, said: "The internet continues to be an important and cost effective way for us to reach customers."
The promotion, which runs for a month throughout October, will be supported by a press campaign.
Chris Clarke, Wheel creative director, said: "It's a really simple idea, with a strong core concept and a real sense of fun."
The game can be viewed on Ikea's site.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
